Bad Bad SEO If you are playing the wascally wabbit of SEO you are in for some serious trouble from the search engines. The debate about the ethical or unethical nature of black hat SEO techniques shall continue till someone looks they are about to cry. But, search engines are catching up on sneaky black hats and remodeling algorithm to keep them away. Most black hat SEOs were quite popular back in the day, when search engines were expanding their indices. But now they are just plain annoying. Walk the plank, stowaway! Hiding text in your tags and coding can prove quite beneficial but only for a while. Most search engines can now judge whether the number of keywords are in proportion to the content on the page. Hiding text by using light text on a light background, nowadays, also fails to do the trick. Google can now parse text as it crawls to detect whether the text is the same color as the background. If so, it gives the page a much lower ranking than otherwise. Hidden text if detected as spam makes a search engine very, very angry. Please try the rear entrance Doorway Pages Doorway pages are created for the sole purpose of manipulating search engine rankings. When they started out some sites had about 5 or more doorway pages taking up the top ten results of search engine listings. These pages started cluttering up search engine listings and hence, are now associated with risks of penalization from search engines. Machine generated cookies i.e. doorway pages which are identical except for with regard to their target keywords run the biggest risk. Search engines find it difficult to decipher them automatically and avoid them altogether. Web page taxidermy On an average, leading search engines such as Google, MSN and Yahoo, 60-65% is the allowed keyword prominence. Which means you can stuff about 60-65% RELEVANT keywords into your META tags and content. But using Cameron Diaz's pictures as a keyword over a 100 times when your website is selling auto spare parts is a definite no-no. Keyword stuffing is recognized quite easily as spam by search engines, as they measure the proportion of keywords to the content of the page. Excessive use of keyword stuffing in the tags or other search engine welcome mats would most likely trip a spam filter. Keywords stuffed into the visible content on your page cause users to switch from the webpage faster than you can say Oh!. If users cannot make head or tail of your web page content they will not convert, if they don't convert you don't make any money, if you don't make any money then your poor and your stuck with a no good website. Black Hat SEO Both black hat and white hat SEO techniques can provide short term and long term results, but white hat SEO may not get your site permanently banned from search engine indices. Black hat SEOs on the other hand run the colossal risk of getting website permanently banned. Search engines are out to please their target customers i.e. the searchers. They wish to provide them with relevant, meaningful and useful results and not results with highest number of keywords that make no sense, shady text and invisible pages. If you make them look stupid in front of their target audience they are not going to like it. And like the mob, the search engines never forget.