Crossing the Line into Black Hat SEO

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We all think we know where the line is between black hat and white hat SEO. What is on the other side of the line? And what excuses do black hats give for crossing it? This article takes a look at black hat SEO practices. Your hat might not be as white as you think it is.

"A life unexamined is not worth living"

Seneca

There is a Line

The last two articles I wrote on black hat SEOs make the problem out to be one that can be solved by situational ethics and a defined set of values. In life there is white and black; for there to be good, there must be evil. And it must be absolute.

The world of web design and SEO is one that has severely tested my sense of values since I delved into it, as I learned how to design websites while avoiding amateurish black hat techniques (Keyword stuffing and tiny text), but none took my emotions on a wild ride more than distinguishing between black hat  and white hat techniques.

Defining the Line

Some people came into web design as programmers, others as graphic artists. I came into web design first as a content provider (web copywriter), then brought in graphic skills I had developed as a desk top publisher, and finally added programming and database skills. In defining the line between SEO practices that are unethical and those that are not, I will first say that whether one violates search engine guidelines or not is irrelevant. The most important thing to an SEO adept is what is best for your customer.

Sun Tzu says in his classic military treatise "The Art of War" that the "Sage Commander" is employed by the ruler in order to preserve the state. The SEO professional is hired by the web site owner, not only to increase ranking on the SERPs, but to preserve the site's integrity (not only to increase his/her profit margin). In placing a site into your hands and giving you extensive control over the design, layout and content of a site, you literally have the fate of the site in your hands.

Anything that compromises that site's integrity is unethical. Anything that puts the long term value of the site at risk is unethical, and everything that reduces the site user's browsing experience is unethical.

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