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What Is Unethical SEO and Why Should It Be Avoided?

If you are looking to hire an expert to improve your website’s ranking on Google, the first thing you need to understand is the type of Search Engine Optimization (SEO) strategy that your service provider is planning to use. In general, SEO professionals employ either white hat or unethical SEO tactics.

How would you know the difference?

White hat SEO strategies strictly adhere to Google’s guidelines. These guidelines are put in place to ensure that their users are getting the most pertinent and accurate information related to their search keywords.
With white hat strategies, you do not need to worry too much when Google announces improvements in the current version of their search algorithm since most of these changes are geared towards weeding out SEO tactics that game the system.

Unethical SEO strategies employ deceitful practices that are often against Google’s rules to boost your page’s ranking in the short term but can permanently damage your website’s reputation once Google catches on these tricks. Google can either penalize your site by dropping your ranking or ban it altogether.

Although unethical SEO strategies may seemingly give you a competitive edge over those who adhere to the rules, there are several reasons why this strategy can be detrimental to your business. Google is always updating their algorithm to filter out these practices and penalize those sites that use them.

Here are a few unethical SEO tricks that you must know and avoid:

Invisible Text

Some websites would insert certain keywords in their websites and hide them by matching the font color with the background. Although visitors could not see these hidden words, Google’s algorithms could still detect them. This brave some sites higher page ranks back in the day. Today, these tricks are rendered ineffective because Google has done this to strategy and has addressed the issue.


This technique used two different HTML addresses, one is meant for the visitor and the other was designed for Google’s bot. Sites that used Adobe Flash would be able to do this because Google could not view the information contained in these particular sites so enabling some developers to show two different types of content. As a result, visitors will find that the page is shown to them is completely unrelated to their initial query thereby ruining the user experience. Google always aims to provide quality interactions with their search engine, so as to prevent this from occurring, they penalized sites that employ this practice.

Duplicate Content

Some web developers plagiarise articles from popular blogs or websites hiring to direct more traffic to their own site and improve their page rank. It is essentially a “copy and paste” process. Of course, this blatant act of stealing content is prohibited and sites that do this will be subjected to penalties such as lower page rankings. Google encourages creators to produce unique and valuable content that will benefit the online community.

Rewording Content

Some try to avoid plagiarism by using software programs that simply change a few words from an existing article that is lifted from another website with fake id This process of automating and spinning content to create an “original” composition can result in a disjointed and sometimes incomprehensible piece that does not provide any new insights.
This method involves creating multiple websites and using links that looped back to each other to trick Google to recognizing it as a trustworthy source of information. This gives the illusion that your website is popular and licits a strong interest from readers. Google now has the ability to find these fraudulent backlinks because it can recognize that these sites often have little to no relevance to each other. Once it identifies this red flag, it can result in big drop on your page rank.


As Australia’s premier digital marketing agency, GK Web Agency has a reputation for delivering marketing that works. We make the web with an team of digital marketing experts. So if you’re looking to grow your business with a stellar marketing strategy, reach out to us! We’d love to chat with you about how we can take your marketing to the next level.

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