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And as you will see in Section 4.6, off-page SEO is by definition an open-ended process and is more driven by the SEO engineer’s individual creativity on how to achieve backlinks to the site. In contrast, on-page SEO is a more standardized set of technical procedures that can be studied and implemented on the site. 2.4.5 White-hat SEO In SEO terminology, white-hat SEO refers to the set of techniques, methods or strategies that follows search engine rules and guidelines. These are not mean to deceive or manipulate the search engine or users in any way. It has also been called ethical SEO because it is implemented with a long-term in mind, by following correct guidelines and policies, your site will continue to appear in the search engine results and possibly top rankings. 2.4.6 Black-hat SEO On the other hand, the term black-hat SEO refers to those set of techniques which are meant to deceive, game or manipulate the search engine’s algorithm with the intention to gain high rankings. It’s important to understand that these unethical methods are not approved by the search engines, and implementing any of them runs the risk of your site getting removed from the search engine’s database index altogether. Performing black-hat SEO tactics can result in sudden rise in the organic listings, but it may be a matter of time before the search engines determine the existence of shady tactics, which can result in the site can getting penalized and be removed entirely from the search database index. Following are some of the most popular and more common black-hat SEO techniques: • Hidden text or links: text or links that are the same color as the background. • Keyword stuffing: One of the earliest forms of search engine spam, this is when the spammer uses the target keyword in large instances all over the page with the hopes that the search engine finds it relevant. • Doorway pages: These are low quality pages that offer no value to the users. They are created with the sole purpose of ranking for specified keywords; once the visitor arrives at the doorway page, he or she is taken to the homepage or other pages where products or services can be promoted. 40PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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