In recent years, search engines algorithms evolved to show more relevant search listings in faster time. Some of this evolution comes from establishing rules and policies on acceptable search engine optimization (SEO) tactics. Practices that break these rules are known as Blackhat SEO tactics, and being caught utilizing these practices can lead to penalization or a ban from search listing.

In the first-part of our History of Blackhat SEO series, we looked at three common Blackhat SEO tactics and the search engine mechanisms that work against them. Continuing this series, we look at three more tactics utilized in Blackhat SEO. By understanding how these techniques work and the reasons to why search engines have banned them, organizations will gain more insight on the factors that earn better placement on search listings.

Creating Duplicate Content

High-quality content is the centerpiece of a great performing site. If there’s anything to learn from recent search engine algorithm reboot like Google’s Hummingbird use of semantic search, it’s that search engines favor sites with great content. However, dedicating time and resources in compelling and creative content can be quite the investment.

In an effort to save time and resources, some content creators resort to creating duplicate content in one of two ways:

• Plagiarism: Stealing another site’s content.
• Content Spinning: Modifying another site’s work to resemble a unique content.

Both of these tactics are Blackhat as they aim to manipulate search engine rankings through repetitive content. With the latest developments in semantic search, search engines are purposefully prioritizing unique content. However, duplicate content over multiple sites dilutes the pool of unique content – leading to poor user experience.

Spamming Comments with Links

As mentioned in the previous blog, creating backlinks is a powerful method for earning a high search ranking based as it’s a sign of authority. One backlink tactic that is as old as the internet is comment spamming, and as its name suggests it’s when an account spams the comments with links.

Chances are if you go to the comment section of any forum or community-based site, you’re bound to find ambiguous accounts commenting massive blocks of links. While the more obvious examples are likely done by bots who link to malicious sites, comment spamming can also take the form of users looking to win traffic.

In today’s forums and community-based sites, comment spamming has little-to-no SEO benefits. Search engines like Google and Yahoo! began cracking down on abusive link building tactics in 2005 when they launched the “nofollow” link attribute.