Black Hat search engine optimisation is usually defined as techniques that are used to get higher search rankings in an unethical manner.
Black hat techniques are sometimes referred to as search engine spamming. One example is repeating an important keyphrase many times on the homepage. Another is using text that it is the same colour as the background of the page, so the keyphrase is visible to the search robots and algorithm, but not to the human reader. Engineering pages for robots is a practice known as ‘cloaking’. Other examples of spamming which are well known are doorway pages and link-farms.



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