Contributors:
Amol Ghemud Published: August 14, 2018
Summary
In This Article
Share On:
Black Hat SEO techniques are usually aggressive techniques which manipulate Google into thinking that your page is more relevant than others and thus deserves to be ranked higher, even although actually it isn’t.
In other words, it is any technique which doesn’t follow the natural course of actions and which goal is to push your site up the ladder (in an aggressive manner) is a black hat SEO technique.
It is crucial to note that Google doesn’t have an official list of black hat SEO techniques. But it does announce and publish “What it prefers” kind of blog posts from time to time via interviews, press-releases and stuff, so anything against those preferences is likely to be a black-hat technique.
Do you want to optimize your website, drive more traffic and deliver higher conversions? This is a checklist that we follow, and can get your site to rank consistently on top of search engines. Download this ultimate SEO Checklistwhich includes On-Page SEO as well as Off-Page SEO techniques that will help you rank well on the search engines.
Why is black hat SEO bad?
This question is pops up at numerous occasions why we call it as harmful black hat SEO techniques. Well, black hat SEO is often used to boost pages that don’t necessarily provide the most value to users. Common black hat SEO techniques aim to impress search engine robots, but they don’t always provide the best or most relevant content to their human readers. Search engines fight black hat SEO because their ultimate aim is to provide searchers with the most useful content.
Using black hat SEO technique doesn’t necessarily mean you don’t have relevant content, but it does mean you’re fine with cheating and breaking the rules – and if you get caught as the search engine algorithms wise up to your tricks, your website could end up in the search engine jailhouse.
Eliminate uncertainty when strategizing SEO in the future
Here’s a quick and easy way to know how your SEO strategies are working
In early days, to be ranked higher in the page ranks, people used to stuff the page with the keywords which will provide a higher rank, and get an exact-match domain, and proof you’re ranked higher.
But since late of 2012, Google got smarter and actively started recognizing keyword-stuffed pages and as a result penalizing them. So stuffing your page with the same keywords from top to bottom was listed as a black hat SEO technique.
The best solution to this is to insert your keywords while not triggering an alert is to use LSIs. They basically are keywords with the same meaning as your primary keyword, but don’t necessarily spell the same.
2. Cloaking
Cloaking is another one of the top black hat SEO techniques back in the days when Google wasn’t so clever. It basically means to insert a script on your website, which shows one piece of content to search engine bots and completely different to the users.
This technique was used to rank for certain keywords by showing clean SEO pages to Google bots, whereas in reality when a human users landed on the site, they were bombarded with flash installers, images and other spam content.
SEO specialists use this technique to manipulate the search engine bot as to the number of pages the website has. The website shows thousands of pages to search engine bots, while users see the website with several pages with worthless content in the most cases.
3. Private Blog Networks
This are better known as PBNs. These are the trendiest, in-fashion black hat SEO techniques being used by SEOs all across the planet. As suggested by the name, they are a bunch of blogs, owned by the same person or group of people, created with the sole purpose of passing link juice to the primary website.
They contain very low quality content with links pointing to the primary website. This technique is quite popular nowadays as even if these blogs are penalized, the primary site remains safe. It’s a strategy that hasn’t been actively detected by Google yet.
4. Web 2.0s
Web 2.0s are nothing but the lighter version of PBNs. They do not need a custom domain, or server as they are built on the free web 2.0 properties (blogger / Tumblr / WordPress etc). Source They are not content or quality rich, but are used as it’s slightly higher to boost the domain authority and other metrics for such web 2.0 properties. As far as Google is concerned, any link which has been made manually to boost ranking is an unnatural link. So obviously Google doesn’t trust web 2.0s.
5. Purchasing lots of irrelevant links
Earlier people used to build hundreds of links in a day and your site popped up on the 1st search results page, not any more. Today, Google values quality a lot more than quantity.
So it’s of utmost important for your links to be from relevant sites, even though lesser in number.
It should be noted that even if you get a bunch of backlinks from the relevant sites, you can also be penalized, because Google knows that no one gets organic links that fast and in so less time.
So, making a lot of links isn’t the best approach, in fact, it’s one of the worst as they’re instantly detected by Google unlike some other black-hat techniques on this list. The solution? You need to get relevant, quality links, at a reasonable time-gap.
6. ClickBaiting
This is a simpler, easier version of cloaking and is primarily popular on Social media sites like Facebook and Twitter. Clickbaiting is the practice of using falsified data, misleading images and catchy headlines which are there only to grab the attention of the readers, without really being true or legit.
It’s not exactly a black hat SEO technique, but the traffic that you gain from those kind of clickbaits does convert and add to your overall SEO efforts. Google and Facebook both have taken steps against clickbaiting recently. At present clickbaiting is widely used, as it not on the direct radar of Google, but in near future, it will be.
7. Domain redirection
It’s one of the top black hat techniques, which give serious results. But, it’s still black-hat. It basically is the process of registering an expired domain, with good metrics and authority, and it generally is an EMD (exact match domain) for your keyword, or highly related to it.
So once the domain is acquired, it is permanently redirected to your primary site, and thus all it gets all the authority and juice.
But then again, it’s not a practice you should be indulged in, cause sooner or later Google will figure it out (it figures everything out) and then your years of hard work go down the drain.
8. Page Switching
It’s the act of taking up a page which is ranked on Google and is getting good traffic, and then changing its content altogether. What a lot of black-hats do is target queries which have good search volume and seem helpful to the users. And then, once the page is ranked, they change the content to something of commercial value. Basically, the user totally gets mislead and doesn’t get his problem solved.
Now, the primary goal of search engines is to “help users land on the most appropriate, useful links”. So if your link is in exact contrast to that agenda, and you’re caught, best case you’re penalized, worst case you’re banned for good.
9. Spun Content
It’s primarily used by people who either can’t or won’t write useful, unique content. There is a plethora of tools available on the internet which let you take up existing content on the web, and spin them.
Spun content is basically the same content, with most of the words being replaced by their synonyms. So what happens is, the content remains the same, but it doesn’t trigger a duplicate content alert because the sentences aren’t exactly the same.
Although this greatly reduces content quality, and readability thus, as a result, your content isn’t unique, and users hit the back button (pogo-sticking) because they can’t understand what’s written, and this finally lowers your rankings.
10. Duplicate Content
Copy pasting content is again one of the most harmful black hat SEO techniques, although it’s sheer waste as now Google tracks duplicate content almost instantly.
The reason it’s being mentioned here is that it’s still a prevalent technique, and a large number of people still do use it. Bottom line is not to repeat and to not copy-paste content. Create unique and high-quality content.
11. Hidden Text
This black hat technique refers to the text and links of a page’s content that is invisible to the user while still visible to the search engine scanning the page. This allows black hat doers the ability to reap the benefits of having certain content on a page without having to actually present it to anyone to see.
Search engines would continue to rank pages as if this content was actually on-page, providing an illegitimate ranking. Shame on you, black hat SEO.
12. Paid Links
Black hat SEO an infamous technique that improperly executes linking, knowing that link building is pivotal in the world of SEO. In black hat SEO technique, links are paid for based on page ranking in order to obtain a higher search result standing.
White hat SEO focuses on providing, implementing, and embedding internal linking as well as other relevant site’s links in their content, black hat SEO techniques focus on not doing any of the work, yet reaping the benefits through paying for links.
To conclude:
Black hat SEO techniques aren’t pre-defined, in fact, most started off as skyrocketing techniques, which boosted your ranks ridiculously.
But Google is getting smarter by the day, so no matter what your technique is, Google will find it out. So all I can say is, if you’re thinking long-term, distance yourself as far away from the above-mentioned techniques as possible.
Watch: Black Hat SEO Explained — Techniques to Avoid
For Curious Minds
The core misunderstanding is prioritizing search engine manipulation over user value. Black hat SEO operates on the flawed premise that you can trick an algorithm indefinitely, ignoring that Google's primary goal is to provide the best possible answer to a user's query. This direct conflict of interest is why penalties are so severe, as these tactics degrade the quality of search results.
A sustainable SEO strategy aligns with search engine goals, it does not fight against them. To avoid this, focus on a user-first approach by:
Creating content that thoroughly and expertly answers the searcher's question.
Ensuring your site architecture is intuitive and easy for humans to navigate.
Building topical authority naturally through high-quality, relevant content.
Focusing on genuine value is the only way to build lasting rank. Discover more techniques to avoid in the full article.
This philosophy directly undermines the trust between a search engine and its users. Google's business model depends on providing relevant, high-quality results; black hat tactics like cloaking deliberately subvert this by showing users spammy or irrelevant content, creating a poor experience. The long-term viability of a site using these methods is near zero, as it exists in constant risk of being de-indexed entirely.
True digital assets are built on trust, not deception. Companies that thrive focus on earning their rank, not stealing it. This includes:
Investing in high-quality content that serves a real user need.
Earning backlinks from reputable sources through valuable content.
Prioritizing technical SEO for a fast, accessible user experience.
A sudden drop in traffic is often the first sign of a penalty. Learn to build a resilient strategy by reading our complete guide.
A Private Blog Network offers the illusion of fast authority by creating a controlled web of links pointing to your main site. However, this is a house of cards compared to the fortress of white hat link building, which earns links based on merit and quality. The risk of a PBN is catastrophic, as a single algorithm update can de-index your entire network and primary site, erasing any gains overnight.
A manager should weigh these factors carefully:
Risk vs. Reward: Is a temporary ranking boost worth the potential permanent removal from Google's index?
Asset Value: White hat SEO builds a valuable, long-term asset, while a PBN builds a ticking time bomb.
Brand Reputation: Association with spammy link schemes can permanently tarnish your brand's reputation.
Sustainable growth is a marathon, not a sprint fueled by risky shortcuts. Explore the full article to understand how to build lasting authority.
The late 2012 updates targeting keyword stuffing were a landmark moment, signaling a major shift in search engine priorities from simple text matching to semantic understanding. This move demonstrates that Google's intelligence is on an ever-advancing trajectory, making today's clever trick tomorrow's penalized tactic. Trying to outsmart the algorithm is a losing game because the algorithm is constantly learning to better replicate human judgment of quality.
This historical context reveals a clear pattern:
Algorithms evolve from explicit signals (keyword count) to implicit signals (user engagement, context).
The shelf-life of any manipulative tactic is constantly shrinking.
Investment in genuine quality provides compounding returns, while black hat tactics yield diminishing, and eventually negative, returns.
The only future-proof SEO strategy is to focus on what search engines will always value: the user. Read on to see what other outdated tactics to avoid.
In practice, cloaking involves server-side scripts that detect the visitor's User-Agent. If the User-Agent identified as a Google bot, the server would deliver a highly optimized, text-rich page about a specific topic. If the User-Agent was a standard browser, it would serve a completely different page, often filled with ads, spam, or irrelevant flash content.
This deception fails because algorithms now do more than just read HTML:
Page Rendering: Modern bots can render pages much like a browser, detecting visual inconsistencies between what they see and what the code says.
User Signals: High bounce rates and low dwell times from human visitors who see the spammy page send strong negative signals back to the algorithm.
Cross-referencing: Algorithms can cross-reference cached versions and user-reported data to spot discrepancies.
This highlights the futility of trying to maintain two separate realities for bots and users. Learn more about transparent SEO by exploring the full content.
Recovering from a penalty requires a systematic and transparent approach to clean up past manipulations. The first step is to accept that shortcuts have failed and commit to a strategy aligned with Google's guidelines. A penalty can mean a 90% drop in organic traffic, so acting decisively is critical to business survival.
Here is a four-step plan to begin your recovery:
Conduct a Link Audit: Use tools like Ahrefs or SEMrush to export all backlinks pointing to your domain.
Identify Toxic Links: Manually review the list, flagging links from low-quality, irrelevant sites and PBNs.
Request Removal: Contact the webmasters of the toxic sites and request that your link be removed, documenting every attempt.
Disavow Remaining Links: For links you cannot get removed, create a disavow file and submit it to Google Search Console.
This process demonstrates to search engines that you are actively correcting your site's profile. Dive deeper into the full article for more recovery insights.
Using Latent Semantic Indexing (LSI) keywords is about creating comprehensive, contextually rich content that search engines understand and value. Unlike keyword stuffing, which unnaturally repeats a single phrase, this method involves incorporating related terms and concepts that naturally surround a topic. This signals to Google that your content has genuine depth and authority.
Focus on covering a topic completely, not just repeating a keyword. Here’s how to implement this:
Research Your Topic: Use tools or look at the 'People also ask' and 'Related searches' sections on Google to find related concepts.
Structure Your Content: Use subheadings (H2s, H3s) that incorporate these related terms to build a logical flow.
Write Naturally: Weave the LSI keywords into your sentences where they make sense, improving readability for users.
This approach aligns perfectly with building a page that serves users first. Uncover more white hat alternatives in our complete guide.
AI and machine learning will make black hat detection nearly instantaneous and far more nuanced. Instead of relying on specific footprints, AI can analyze vast patterns of data to identify unnatural link velocities, content inconsistencies, and poor user engagement signals associated with PBNs and cloaking. This means the risk of getting caught will approach 100 percent, and penalties will be swifter.
To future-proof your strategy, you must focus on signals AI is designed to reward:
E-E-A-T: Build genuine Experience, Expertise, Authoritativeness, and Trustworthiness in your niche.
User Engagement: Create content that people want to read, share, and link to naturally.
Technical Excellence: Ensure your site provides a flawless, fast, and secure user experience on all devices.
The future of SEO is about building a brand that algorithms and users both trust. The full article provides more insight into preparing for this shift.
This evolution shows a clear trajectory away from on-page text analysis and toward a more holistic understanding of a website's quality. We can infer that future Google guidelines will place even greater emphasis on authentic user engagement signals, such as dwell time, click-through rate, and brand-entity recognition. The algorithm is learning to value what users value, making technical tricks less effective.
The strategic implication is a required shift in focus:
From Keywords to Topics: Build comprehensive content hubs that cover a subject in-depth, not just a single keyword.
From Links to Relationships: Focus on digital PR and building real-world authority that earns high-quality links as a byproduct.
From Content to Experience: Invest in site speed, mobile usability, and intuitive design to keep users engaged.
Your goal is to become the undeniable best result for a query, a status no trick can replicate. Read on to align your strategy with the future of search.
The most dramatic sign of a penalty is a sudden, sharp drop in organic traffic and keyword rankings that does not correspond with a known algorithm update. You might see your site, which once ranked on page one, disappear from the top 100 results for its main keywords almost overnight. This is often a direct result of manipulative tactics being discovered.
To diagnose the specific cause, a webmaster should:
Check Google Search Console: Look for a 'Manual Actions' report. This is a direct notification from Google detailing the violation.
Analyze Backlink Profiles: A sudden influx of low-quality links or links from a known PBN points to a link scheme penalty.
Use 'Fetch as Google': Compare what the bot sees versus what a user sees. Any significant difference points directly to cloaking.
A proactive diagnosis is the first step toward a successful recovery. The full article explains how to avoid these issues from the start.
The fundamental flaw of using a PBN is that it creates artificial authority that exists in a fragile, easily detectable bubble. These networks leave obvious footprints, such as shared hosting and unnatural link patterns, that Google's algorithms are specifically trained to identify. Once the network is devalued, all the authority it passed disappears instantly.
To build genuine authority, your strategy must be rooted in value creation:
Publish Original Research: Create data-backed content that others in your industry will want to cite and link to.
Become a Thought Leader: Consistently produce expert-level content that establishes your brand as the go-to source.
Engage in Digital PR: Actively build relationships with journalists to earn mentions and links from trusted domains.
Real authority is earned, not manufactured, and it is the most durable competitive advantage in SEO. Explore our full guide for more on building a trusted brand.
The line is best defined by intent and its impact on the user. While Google doesn't publish a definitive list, its Webmaster Guidelines provide a clear philosophical framework: any tactic designed primarily to manipulate search rankings rather than improve the user experience is a potential black hat violation. An aggressive strategy might focus on rapid content production, while a black hat strategy would create low-quality content purely for links.
To stay on the right side of the line, ask these questions:
Does this tactic add genuine value for the human user?
Would I be comfortable explaining this strategy directly to a Google employee?
If search engines did not exist, would this action still make sense for my business?
If the answer to any of these is no, you are likely crossing into risky territory. Learn more about ethical SEO practices in the full article.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
Growth Strategy and Planning
