is black Hat s E o the future of search?

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is black Hat s E o the future of search?

David naylor~ search engine optimizer (SEO) has been in this line for 10 years. Qualifications are almost as old as anyone else. About a year ago, he received a call from a stranger. "It is clear that you are one of the most outstanding black hat seo in the world," said the other. Naylor smiled modestly. That's true. His job is to tamper with the search engine: use a very excessive (some people say problematic) technique, improve the site in search engines such as Google rankings. thereby increasing the website traffic. And he's especially good at it.

Obviously, the caller is one of the world's finest black-hat hackers. He told Naylor that he was interested in search engine optimization (the abbreviation is also SEO) and related search marketing industry. This business is actually the use of SEO, for the sale of advertising and product site to promote traffic. To be more bluntly, the hacker is interested in making money. Although the income is extremely unstable, but for SEO and search marketing personnel, monthly income tens of millions is very common. Millions of months ' income is not unheard of. The hacker also seems to be deeply infatuated with the open culture and even the pride that is rooted in the SEO circle. Hackers are often employed by criminal gangs to conceal their identities, and SEO is often employed by Fortune 500 companies to show how much money they earn on blogs. The caller seemed to envy the freedom. So Naylor invited the hacker with himself and 30 Qaeda SEO met in an informal conclave.

The second meeting was in Manchester, England. After they met, they slipped into the dimly lit bar and chatted while drinking. They talked for two hours. Naylor remembers that the main content of this conversation was "I said," I don't know how you people make money without being caught. That's why I'm looking for you. You know how to make money, I know how not to be caught. "Naylor has been considering this issue before. He knows what kind of situation SEO may face. Naylor himself is cautious and curious about hacking tools that can reduce the amount of heavy work that SEO needs. In addition, SEO has noticed that the search company is cracking down on black hat SE0. Hacker attacks also help to circumvent this problem. Naylor said: "In some ways, and its traditional approach to SEO, as well as sneak into the server, using Cross-site scripting vulnerabilities to improve our rankings." "But Naylor is not interested in hacking. Although SEO does not have the most industry as clearly defined professional ethics, but after all, there are professional ethics. They like to say that hackers violate the law, they violate only the search company's terms of service.

"If I get caught (I've had this experience), it's not going to be blocked by search engines for a while," Naylor said. If the hacker gets caught, it's going to be a jail cell. Now, Naylor thinks the difference will fade away. Finally, SEO will become a huge industry in the eyes of the bad guys, just like spam and identity theft industry. The industry is beginning to shape. The Eco-blog of former US Vice President A1 Gore was hacked at the end of last year, but not for political purposes, but for a guy who sold the drugs (anti-anxiety drug) and Viagra to implant links in an attempt to improve its search rankings. Security researcher Ieremiah Grossman this phenomenon into SEOwN3 dfi1--, which is a combination of the SOE and the hacker elite in hacked ("black") slang. This powerful combination of culture and interest has the ability to change the nature and value of the search engine itself. Naylor has retired from the Black Hat SEO industry. No matter how the industry becomes, he doesn't want anything to do with it. "I never felt comfortable in this circle," he said as he chatted about hacking. If you think about it in the long run, you'll find that it's definitely not your business and your life. We used to do everything to improve our search rankings, and now it seems more convenient to hire hackers. From a certain point of view, this is a bit sad. ”

The divination officer of the search profession

Now, the best way to find out what you need on the Internet is to submit your ideas to a search engine, and you'll get a list of links to the sites you're thinking about. In fact, only the first five or so links are the most important, because very few people look at the first few links, but also lazy to scroll the mouse to look at the following link: Few people will click on the second page or later search results. Site owners know this and compete for the top ranking. If a website is not ranked high, in a sense, it's not the same as it is. To determine who gets the top ranking, search engine companies use a small software program called spiders (also called reptiles or bots) to crawl online and collect information about the site, including site locations, keywords on the page, and links to websites.

The spider program then provides this information to powerful algorithms to calculate the relevance and credibility of the site. These algorithms are proprietary to search engine companies, with a little mystical color; the people outside the search engine company don't know how these algorithms work. Some people think that even search engine companies no longer know how the algorithm works, because the algorithm is changing, has become extremely complex. However, the smart people who study how search engines work can meet the requirements of the algorithm, and then change the site to improve the rankings. Some of the changes are simple, as long as you add words that match the types of words people enter into the search engine. For example, to change the phrase "cel1 phone rings" on your Web page to "ringtones" (ringtone), your site's traffic will go up, because few people will search for the previous keyword, and many have entered the latter. Other tricks include complex link mechanisms so that other sites can go back and link to your own site. SEO Business There are hundreds of such tactics, to improve the site rankings. In ancient Rome, before a major event, a group of priests known as divination officers would "augur". This means that they will observe the flight patterns of the birds to read the purpose of the gods.

SEO is not much different from this

In an excellent SEO it seems that the optimization work is very easy. Naylor the optimization as simple as turning the faucet on, he remembers that a British mattress company had hired himself to put bedding search in front of the rank. Naylor knew the company couldn't handle the rush of traffic, but the company's boss advised him not to worry. So he raised the site to the top, with about 25,000 new visitors a day. The company's 15 trucks and weak customer service systems are powerless to cope with such a huge demand. In addition, because many companies change from the site to real 154 is to create revenue strategy, but do not know that did not cause the search engine attention of the site will not cause visitors to pay attention to, SEO and then flourish. It is a blunder to underestimate the importance of search for its success. To achieve the often ambitious revenue targets, many companies find themselves embarrassed and have to pay attention to search algorithms that they neither understand nor control. They in despair, turn to SEO, and do not hesitate to pay heavily. A SE0 ericward only two times a 1-hour telephone conversation and detailed information on how the company's Web site can get the weight (2.4bn) of the written report, will be charged 1000 dollars-the weight is to improve the page ranking of any of the SEO terminology.

In the search marketing industry known as Shoemoney Jeremyschoemaker often hold elite seminars (eliteretreat), only invited SEO and marketing is eligible to participate in this weekend forum. Neilpatel before college, with the title of SEO consultant to earn six digits each year, he said, his company advanced Consulting Services (ACS) Last year's revenue reached 1 million U.S. dollars, customers include HP and Samsung and other large companies. Patel in a consistent and heroic tone said: "As long as I would like, to a car dealer to provide an hour of SEO consulting services, you can get a free rental car return." "Now there have been a lot of bold entrepreneurial entrepreneurs, wall and others are among the leaders." They are the divination officers who can read the purpose of the search engine, and thus make a fortune. Shoemoney a photo of himself on his personal blog, and a SEO cheque booth on his face sees only two things: his eyes and the amount of the cheque: 132994.97 dollars. At the same time, Patel's name was often mentioned by the Wall Street Journal and he was often invited to address the Conference. At last year's World blog Fair (BLOGW Orldexpo), he made a report on SEO and search marketing, and someone said to him: "I can't believe you dared to look into the mirror in the morning." ”

The grey industry of playing tricks

It seems that the predictions of the ancient Roman divination officers are not always very efficacious. The will of the gods is sometimes influenced by earthly questions, such as political interests and bribery. SEO is not much different from this. As long as the price is appropriate, SEO can be digital technology to the algorithm to tell a small lie, or sometimes simply cheat algorithm, to achieve for the purpose of the customer play means. This is the Black Hat SE0, which is actually a misnomer. These practices are generally not illegal, just like Naylor in the distinction between black hat hacker behavior and black Hat SEO pointed out that is dishonest. (Some seo called gray hat seo; this name has a vague meaning.) Black Hat SEO based on the simple fact that no matter how ingenious the algorithm is, it is still a limited set of rules. As with all binary machines, algorithms are hard to intuitively figure out the basic human intent; software is hard to discern. In a sense, the algorithm is like a robot consumer, with no ability to doubt exaggerated, deceptive marketing practices.

The Black Hat SEO approach includes a variety of misleading link lures--such as fabricating sensational news stories ("Britney Spears died!"), thereby increasing the sheer flow of curiosity. This trick is obviously to earn clicks, but the algorithm think this is a popular link, should get weight. There are also blog spam messages (Blogspam): links are implanted in the blog's message area, even if they have nothing to do with the content of the blog or the current conversation. Once the algorithm calculates these links, it weights their linked sites. The automation of this process allows SE0 to implant thousands of links per day to the top of the search rankings. Black Hat SEO likes to adopt another method is camouflage (cloaking): Let search spiders see the public can not see the content, thus cheating algorithm to give a lot of weight.

Camouflage is like because there are 1 million people in a store selling a magazine that has a story, 1 million people have seen the story. Black Hat SEO can even achieve a more legitimate than a class of SEO also have a significant effect, because the Black hat SEO is not subject to content authenticity constraints. If you are willing to tamper with or violate the search company's terms of service, you can get a lot of weight from people who follow the rules. The bartender who steals the money from the unit is always earning a lot more than a law-abiding waiter (unless he is caught, of course). Many SEO willing to tamper with the rules. For large companies to provide advisory services SEO use of more gray SEO for their company profit is not uncommon. Schoemaker said: "I have never met a so-called white hat SEO has not used some black hat techniques." Customers including large company SEO may also have to sell Viagra companies such customers. "Schoemaker does not mean Neil Patel, but it is possible to insinuate him. In addition to opening ACS, Patel also specializes in his own SEO and search marketing business for gaming websites and debt-consolidation sites. (Search marketing in Schoemaker so-called "cheat" industry is often very prosperous.

The three big money-makers industry is dubbed PPC: pornography, pharmaceuticals and gambling. He also cites ringtones and mortgage services. Patel's money from the sideline is "much more", but he won't be able to make much money in the end. A good black hat SEO can make seven figures a year, Teremiah Grossman is very sure. According to the interview each SEO claimed that the SEO and search marketers to adopt a higher risk approach is mainly for their own profit, but some formal companies are also involved. Usually, once a company has learned to SEO, it will be caught in a dilemma. Use it, though, to achieve those magnificent online revenue targets, it is tantamount to stepping on the moral bottom line; do not let it, although can be very strong to say that moral noble, but not to the income target, because with its competitors by playing tricks, you squeeze out the results of the previous search. Naylor said, he or black hat seo time, "Many corporate sites do not want white hat seo, but want to gray hat seo; "Several companies have been caught using black hat SEO techniques and have been temporarily blocked by Google," he said. The cover-up has allowed the Web sites of BMW and Ricoh in Germany to be temporarily blocked by Google; Many SEO accused the New York Times of using a decoy: Let the algorithm see the content that only subscribers can see and others pay to read. (Since then, the New York Times has discarded the online subscription model.) Some companies even use reverse Black Caps to seo--rivals ' rankings, rather than getting their rankings up. Naylor says he has repeatedly rejected calls to belittle his opponents rather than his own. "This has become almost as big an industry as SEO," says Dave Dellanave, a Schoemaker partner. Patel repeatedly insisted that the work he did for ACS clients was completely aboveboard.

He said: "I am quite open to these things." A big company needs other Sango tactics. Their links to other sites are natural. You don't have to use improper means to create links. But as for his black hat SEO work, the rules are different. For example, according to the search engine terms of service, when the link is a paid link, the site owner should disclose this situation. Paid links give less weight than "natural links" (Organiclink)-there are paid links because some people think there is some value behind the link. That's better than the difference between a song that a popular music presenter puts on his or her own, and a song that the record company pays for. But like many black hat SEO, Patel also conceals the fact that he buys links. He said at the World blog Fair: "I said," I do not disclose when I will spend money to buy links, if you do not disclose the fact that this is a paid link, I'll pay you double. "This remark provoked the audience to question the Pate1 's self-worth. Patel and unmoved. "Everyone has their own bottom line," he said. I was just making the right money and didn't get into trouble. ”

Naylor said that when he was working on Black Hat SEO and search marketing, "It's all right." is the blog spam message illegal? ' I don't know ' is a candid answer. The online form is written to please leave a comment instead of ' Please don't leave any irrelevant or automatic comments. "It should be so," ⋯dellanave said. Who is making rules that stipulate that you can't buy links? Are you violating the law or are you violating a free market law set up by someone? If you are caught, you are blocked, this is a punishment for you. Of course, moral tones sometimes ring. But at the same time, the search company's business model is flawed. It gives improper means to take advantage of the machine, and even encourages the unhealthy trend of the gas. So stupid is the right thing to do? Is this a loophole, a man, or a man without a loophole? Wall Street has hedge funds that rely on arbitrage. Is this immoral, or is it taking advantage of market flaws? "The problem is that some money can be made quickly and easily," Pate1 said. If you know you're not going to get caught, you'll keep going. If people don't like it, they can try to stop it. ”

The cat and the mouse

Seo said, for a long time, search company for Black hat seo attitude is very generous. One SEO said that Google's previous attitude to enforcing the terms of service was "cosmetic stance" (Rhetoricalstance o SE0, the Chief liaison officer for the search marketing community, said Matt Cutts that action against "high-risk SEO" was neither rigorous nor selective, The reason for this is obvious: "When the company gets bigger, it has more resources to do what you always want to do." "So, while the search company will see through the most obvious scam, the cautious black hat SEO can do business well." The key is restraint. "Play the trick, but don't overdo it, lest it be noticed," Naylor said, a practical rule of thumb. In addition, the search company will react to it once it has been put into effect by SEO to the search engine, but it does not seem to pay attention until someone has noticed it. "The search company's first effort to curb black hat SE0 was not long after the search industry boomed, almost ten years ago," he said. Back then, the algorithm focused on the page itself and the content on the page, specifically the keyword that matched the search content.

In order to improve rankings, some sites force the manipulation of keywords. "There are as many as forty or fifty ways to manipulate keywords at that time," said SEO Eric ward. (Ward says he doesn't use Black hat SE0.) Sometimes, site owners just want to distribute a number of keywords at the bottom of the page; sometimes they hide the keyword behind the picture or make the keyword color the same as the page background. In short, the principle is, to the number of links, and this will trigger the link farm (1inkfaYITI)-there is no value on the Web page of information, all SEO people to lure access to the link, designed to get a group to maintain their own weight. The search company then changed the algorithm, valuing the "Authoritative link" (authoritative links)-those links from other sites that are already considered valuable. This helps prevent linking farms and other blatant links, but does little to prevent black hat seo.

The presence of peers encourages people not only to manipulate their own websites, but also to manipulate their peers ' websites. This prompted the SEO to use the blog spam and other methods, the results proved that the effect of this method is very good, and the comments in the area and the online book link is actually completely canceled the weight. Move。 For example, sometimes, SEO will be a formal company to squeeze the search results, so that the company name of the search results will not appear in front. One day at the end of 2006, the search results of the "Trump" (Trump) search word suddenly changed from the website of Trump Real estate company to a website selling aphrodisiac drugs. Search companies know this will discredit their products, and "this endangers their business model, whose business model relies on advertisers to pay search companies to provide quality search results that many people will continue to use." Schoemaker said. "So there's this kind of thing. 156 Add as many keywords as possible on a Web page to increase the likelihood that any particular search matches the keyword, thereby adding the site to the search results. When this approach becomes unsustainable, the search company adjusts the algorithm to change the rule from the most trusted keyword to the most trusted link. (Of course, assume that site owners and content producers will try to cheat.) They have the lowest credibility. This makes linking up the core of all SE0 strategies. In principle, the idea is reliable. A website can be judged by a group of similar websites that it retains. But there are still problems.

First of all, the algorithm seems to most value SEO are also aimed at the. edu domain name. By focusing on academia, algorithms assume they are more trustworthy than commercial sites; Edu gets more weight than. Corn domain names. SEO will borrow the students do not use the network empty ask (sometimes they will pay students for this), and then create a large number of links. It's like you're lying on your resume. The algorithm does not know that your link does not even point to Harvard University. The more search companies try to control SEO, the more frantically they circumvent the rules. Adopt a variety of means, some of the loopholes, some of the algorithm to tamper. They also play bait-and-switch tactics-using phrases like "Click here to learn more" and trick the user into clicking on the content that actually hides the link, thereby raising someone's ranking and then appearing a decoy. Patel and others spend a high price on links that have spawned a chain of link brokers who have simplified the link-buying process. Highly skilled people design complex tricks that allow users to click on several pages of links before they reach what they are looking for. Deception is endless, depending on the imagination of the people. As with all arms races, this battle will escalate to a point where one side cannot defend itself, and the means will certainly change!

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