Discovering the Types of Spam In this section, we talk a little about what types of spam there are in SEOland, and what not to do, in order to keep your site from getting penalized or even pulled out of the engines by accident. Spam is any attempt to deceive the search engines into ranking a page when it does not deserve to be ranked. Note that in this section we describe spam that is known to be detected and punished by the search engine. Do not attempt any of the discussed methods as they will result in your site being branded as a spammer. This chapter is not meant to cover every type of spam out there on the Web: just to give you the knowledge you need to recognize when a tactic might be venturing down the wrong path. Spammers use other advanced techniques that may also be detectable by the search engines so avoid any attempt to deceive the internet marketing. Hidden text/links One of the more obvious ways to spam a Web site is inserting hidden text and links in the content of the Web page (content of a Web site being anything that the user can see). All text has to be visible to the user on the Web site. Hidden content can be defined as text that appears within the rendered HTML code that is not visible on the page to the user without requiring user-interaction in order to see it. Hidden text can simply be a long list of keywords, and the hidden links increase the Web site’s popularity. Examples of using hidden text and links are âœŚ White text/links on a white background: Putting white text and links on a white background renders it invisible to the user unless the text is highlighted by right-clicking on the mouse. Spammers can then insert keywords or hyperlinks that the spiders read and count as relevant.
✦ Text, links, or content that is hidden by covering with a layer so it is not visible: This is a trick that people use with CSS. They hide spiderable content under the page that can’t be seen with the naked eye or by highlighting the page. ✦ Positioning content off the page’s view with CSS: Another programming trick spammers use. ✦ Links that are not clickable by the user: Creating a link that only has a single one by one pixel as its anchor or using the period on a sentence or no anchor at all. There’s nothing for a user to click on but the engine can still follow the link. Using invisible or hidden text is a sure fire way to get your site banned so it no longer shows up in the engines. The reasoning behind this is that you would want all of your content visible to the user, and any hidden text is being used for nefarious purposes. Usually, you’ll find this as white text on a white background, but it could be any color so long as it’s not visible to a user (black on black, gray on gray, and so on.) This is spam, and will get your site banned. Doorway pages A doorway page is a Web page submitted to search engine spiders that has been designed to satisfy the specific algorithms for various search engines, but is not intended to be viewed by visitors. Basically they do not earn the rankings but instead deceive the search engines into rankings by design and keyword stuffing tricks that you’d never want to put on a page for a user to see. Doorway pages are there to spam the search engine index (the database of information from which search engines draw their primary results) by cramming it full of relevant keywords and phrases so that it appears high on the results page for a particular keyword, but when the user clicks on it, they are automatically redirected to another site or page within the same site that doesn’t rank on its own.
Doorway pages are only there for the purpose of being indexed and there is no intention to have anyone use it. Sometimes more sophisticated spammers build a doorway page with viewable, relevant content in order to avoid being caught by the search engine, but most of the time, a doorway page is made to be viewed only by a spider. Doorway pages are often used in tandem with deceptive misdirection, which we discuss a couple of sections later.
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