How Black Hat SEOs Game Google Search

julius-drost-C8wlYF8ubBo-unsplash

Are black hat SEO specialists getting better at outsmarting Google? And is Google Local Search particularly susceptible to gaming?

Earlier this year, JC Penny and Overstock.com had to be manually demoted by Google because they were paying for inbound links to artificially inflate their rankings.

Last month a Chinese start-up that uses illicit SEO tactics to outrank a number of major consumer brands for keywords like “summer dresses” secured a $15 million dollar investment from Sequoia Capital.

And credit card provider Capital One piggy backs off an online car dealership’s display ad widget to rank number one for the phrase “auto loans.” Most recently, lead gen companies have gotten so good at gaming local search, it’s become exceedingly difficult, if not impossible for local locksmiths to get found by customers.

Instead, the lead gen companies, or affiliate marketers, intercept the leads and sell them to the highest bidder, driving up the cost of service. Online search expert Doug Pierce, available via LinkedIn, Twitter or email, who is the co-founder of Digital Due Diligence, which helps investors evaluate online business models, talks about the shady schemes of black hat SEOs, and whether or not they’ll ever gut Google search of its usefulness. Topics Discussed:

  • How national lead gen companies outranking local companies in Google Local Search.
  • How lead gen sites use NAPs — name, address and phone number — to curry favor.
  • Was including Local Search in its current state in Universal Search Results a bad idea?
  • Inside the unseemly Chinese Internet web of inbound link purchasing networks.
  • How to use ALT tags to give inbound links from JPEGs SEO relevancy.
  • Did JC Penny know what it was doing, or was management digitally illiterate?
  • What https://www.opensiteexplorer.org/  does that Yahoo! Site Explorer doesn’t.

Since this podcast was recorded, Google made significant changes to the Goolge Local search algorithm.

Photo by Julius Drost on Unsplash

Join My Weekly Webinar

prtw-may

Weekly video chat on the latest tools and trends in online marketing and public relations.

Latest Research

2020 Startups Guide to Online Influence

If you want to get press, start with your owned and shared media strategy

2020 Guide to Finding Your Customers Online

Mockup Transp 2 (1)

Do it Yourself Guide to Public Relations

Secrets-Mockup

Online Marketing Podcasts

B2B Lead Gen Podcast

The podcast about how B2Bs use tech to generate, qualify & convert leads to revenue.

Podcast edition of a live, weekly video chat about the latest developments in PR Tech. Join us at prtechwednesdays.com.

PR Tech Wednesdays Podcast Edition by Eric Schwartzman

On the Record...Online

The podcast about how technology is changing the way organizations communicate, and the way people consume media and information.

On the Record Online Podcast by Eric Schwartzman