The risks of “Black Hat” Search Engine Optimisation

As long as Google have been displaying search results, companies have been trying to find ways to get themselves to the top of the Google rankings. Many of the activities carried out to achieve this are very legitimate and lead to a better user experience as well as better search results. However there is a complete industry that has built up around manipulating Google’s algorithms to get results – this is commonly known as Black Hat Search Engine Optimisation.

Although there may be short term benefits in this, it also comes with some serious risks. There have been a number of high profile brands that have been blacklisted by Google for this type of activity.

I came across an interesting article recently about JC Penney in the US and how they achieved a dominant position in Google rankings The Dirty Little Secrets of Search. An interesting read for anyone interested in Search Engine Optimisation performance.

To get more information on legitimate approaches to Search Engine Marketingcontact us for a free consultation.

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About Author

John Brennan

John Brennan

John Brennan is director of ePresence Internet Marketing. He is an experienced management consultant, specialising in Digital Marketing, Business Development, Product Development and Innovation Management. Owner/director of ePresence, John also lectures in Digital Advertising and Analytics at Cork Institute of Technology. John has an Electronic Engineering Degree from Cork Institute of Technology, MBA from University College Cork and Executive Training at Kellogg Business School, Chicago. Before setting up ePresence, John held various roles such as Software Engineer, Director of Engineering, Director of Product and Program Management, Vice President of Product Development and General Manager in world leading organisations such as Apple, IBM, Snap-on Inc. and FMC. John combines his technology know-how, management experience and customer focus to help his clients achieve online success.

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