* the technique breaks search engine rules and regulations

* it creates a poor user experience directly because of the SEO techniques utilized on the web site

* it unethically presents content in different ways to search engine spiders and search engine users.

In the early days of SEO, an 'anything goes' attitude was prevalent. Many of the SEO techniques now considered unethical were normal practice. However, as time has passed, search engines have become increasingly sophisticated and able to detect Black Hat SEO methods. Google and many of the other major search engines closely guard the algorithms they use when ranking web sites. They don't want you or me to know exactly what goes into their rankings. What is considered acceptable today may not be tomorrow just like many of the normal techniques of yesteryear have long become Black Hat.

Regardless,here are a number of techniques you should avoid when applying SEO to your web site:

* Keyword stuffing - Stuffing long lists of keywords and little other content onto your web pages will garner a stiff penalty by search engines.

* Invisible text - This entails making lists of keywords in white text on a white background or in microscopic fonts in order to attract search engine spiders and crawlers. These keyword lists may not be visible to visitors but the spiders see them and will penalize you again.

* Doorway Pages - A 'doorway page' is a fake page that your visitors will never see. It exists solely for search engine spiders and crawlers and tries to trick them into indexing the site higher.

* Cloaking - This technique delivers content based on the IP address or the user agent HTTP. If a user is identified as a spider or crawler, it delivers a different version of web page than a visitor would see. Again this is to deceive search engines. However, most major search engines claim to be able to detect them.

* Bad Neighborhoods - Bad Neighborhoods are those web sites that use unethical SEO techniques to garner higher SE scores. If your web site links to these kind of sites or has backlinks from them, search engines may penalize you. If the bad neighborhood site has been banned by the search engine your site could also suffer the same fate for being associated with it.

Using these Black Hat techniques may be tempting, especially when trying to get a new web site ranked highly for the first time. It can be tempting because these black hat techniques really do work, at least for a while. Until your site gets banned for using them. Resist the temptation. Use ethical 'White Hat' techniques and be patient. If you site is well optimized and has plenty of quality content, you will get the high SE ranking you desire. You can learn more about White Hat SEO techniques at Richard Stephen.com

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