Creating a modern and ergonomic website is not an easy task, especially when it comes to natural referencing, commonly called SEO, for Search Engine Optimization. The SEO allows properly and effectively position a website on search engines to see more traffic, that is to say the number of visitors.
SEO is based on several techniques which, when respected and properly applied, will allow you to have an optimized website. In this way, the latter will meet the criteria of indexing (the website becomes known on all search tools) and positioning (the site occupies a good place on the search results by keywords).
However, some SEO practices, adopted by many to optimize their websites, are not as effective as you might think. What are these bad SEO practices? What impact do they have on the reputation and success of a website? In this article, we will detail the practices to avoid to help you be effective and achieve your goals.
What are Bad SEO?
Bad SEO practices, also known as Black SEO and Black Hat, are techniques that are not recommended, as opposed to certified natural SEO tools.
Practices that are immoral, obsolete or outside the limits of Google’s webmaster guidelines are regarded as BAD, hence the word ‘bad SEO.’ While SEO is optimizing your website for search engines, the opposite results can be created by bad SEO.
So, here is what those practices that can damage the rankings are and most importantly what to do to stop them.
7 Bad SEO practices that destroy your rankings in Google
Here are bad SEO practices, which do not comply with the requirements of Google Search Console, which we will summarize in 7 important points.
Duplicate content (duplicate content in French) is a practice of copying and pasting some content from page A to page Bs . Duplicate content may be partial (for example, copying and pasting a paragraph) or complete. Obviously, duplicate material concerns the situation where pages A and B belong to two separate sites, but it also concerns two pages on the same site.
Duplicate content can therefore be external (two pages from two sites) or internal (two pages from the same site).In the first case it’s plagiarism, content stealing, obviously. That could be a way to save time in the second event.
Duplicate content is sanctioned by Google. You could even say heavily sanctioned. This is a practice to be avoided at all costs, especially since duplicate content is very easy to detect, compared to other techniques. Obviously, content theft can, in addition to degrading your SEO, lead to legal actions on the part of victims of plagiarism.
A little extra: take care to define a unique Title and Meta Description tag for each page of your site. Duplicate content is not just about body text, but all HTML tags
Who says SEO says keywords. To position yourself on such or such request in Google, it is necessary to use in the contents of its site the keywords which correspond to these requests. Typical example of keyword stuffing: make the keyword appear 5 or 6 times in the Meta description, or more than 50 times in a text of 500 words.
The worst way of doing so is aligning keywords separated by commas. Such activities undermine the quality of the content and thus the user experience, however they can also be detected and approved by Google… Besides that. At least since the Penguin update of the Mountain View Company’s algorithm. Many sites have already been penalized for this bad SEO practice.
Hidden texts designate all the content that does not appear to Internet users but which is nevertheless visible by the search engine indexing robots.
Most of the hidden texts are ultra-optimized texts for referencing whose content is very poor, even illegible. The extreme case being the pure and simple series of keywords.
Cloaking is a technique which consists in presenting to the Net surfers a different content from that intended for the search engines. There are two types of visitors on every website: Web users (human) and robots indexing search engines. Such (Google Bots) robots “visit” your pages to index them in the search engine.
The general idea, with cloaking, is to present robots with an overoptimized page (stuffed with keywords in particular) and to visitors a “normal”, classic, readable page. Cloaking can also display different pages from one user to another, depending on their location or the navigation device used (desktop or mobile). Even if the page URL is the same, robots and Internet users access two different pages.
5.The satellite pages
A satellite page is a page designed solely to make a website more accessible. It is an over optimized page on a specific keyword, on a particular request. It has no interest for the visitor but allows to generate traffic from the search engines.
Generally, we use a redirect technique to prevent visitors from landing on this satellite page. In this way, the page that appears in the SERP (results pages) is the satellite page while the landing page is the page intended for “human” visitors. A landing page can thus increase its traffic using several satellite pages redirecting to it. Cloaking and satellite pages are two very similar techniques.
6. Link exchanges
Netlinking is a key element of SEO. To create backlinks, exchanging links is a widely used practice. The concept is simple: a website has a link to a website B, for which the website B is a link to the website A. The links can be placed inside articles, but also in the foote, in a sidebar, etc.
Except that of course, for Google, a link is only relevant if it is natural, if it was done solely because of the relevance of the linked page and not under a contract. This practice of exchanging links is now sanctioned. We therefore advise you not to abuse this technique.
Content farms have understood that content is one of the main levers of SEO, to the point of abusing it. A content farm – or “content factory” – is an editorial site that publishes hundreds or even thousands of low-quality articles for the sole purpose of driving traffic through SERPs and the advertising revenue that goes with it. A content farm will tend, for example, to target all of the topics likely to generate traffic. Obviously, only the subjects likely to generate a large audience are treated. Other farms have set up automatic content generators, thanks to which it is possible to produce articles without duplicate content in a minimum of time.