Search engine optimization cheating refers to the behavior of using deceptive means to increase page weight and relevance in response to the imperfection of search engine algorithms. According to the scope of cheating operations, it can be divided into "internal cheating" and "external cheating".
Internal cheating refers to the behavior of affecting page weight and relevance by manipulating internal factors of the website; while external cheating refers to the behavior of affecting page weight and relevance by manipulating external factors of the website (external links). Common SEO cheats include:
1. Keyword stuffing
2. Hidden text
3. Mirror website
4. Door page
5. 302 redirect
6. Disguise
7. Link Spoofing
Among them, 1-6 belong to internal cheating, while 7 belongs to external cheating.
1. Keyword stuffing
Keyword stuffing refers to piling a large number of keywords that are related or unrelated to the page topic on the page. This is done to increase the word frequency of certain keywords and improve the relevance of the page. Areas commonly used for keyword stuffing on pages include "text content", "tags" and "notes". Stacking keywords in the text content means stacking keywords related or unrelated to the page anywhere in the main mark of the page (i.e. between tags), as shown in the figure below.
Stuffing keywords in the body content of the page will not only affect the appearance of the page and user experience, but also deceive search results.
Search engines can easily identify engine violations.
2. Hidden text
Hidden text is one of the earliest and simplest ways to cheat in search engine optimization. By "hiding" keywords piled on the page, it can increase the frequency of keywords and improve the relevance of the page without affecting the beauty of the page and the user experience.
"Hidden text" is usually achieved by controlling the "font size" and "color" attribute values of the text. Therefore, these "hidden texts" are invisible to ordinary users, but can be recognized by search engines.
(Note: "Hidden text" is also a form of "keyword stuffing".)
3. Mirror website
Mirror websites in a broad sense refer to websites that copy or plagiarize content from other websites. There are three common mirror websites:
The first is to clone a website, which refers to binding multiple domain names on websites with exactly the same content (these contents may be on the same server or on different servers), for example: binding domain names on websites with the same content at the same time "www.xxx.net" and "www.xxx.com".
The second is to develop multiple sets of page templates of different styles for websites with exactly the same content, and then bind multiple domain names.
The third type is a data collection website, which means that all content in the website is collected through collection programs.
In order to reduce duplicate information in search results and improve user experience, search engines will reduce the weight of mirror websites or ignore the content of mirror websites.
4. Door page
"Doorway Pages", also known as bridge pages, jump pages or entry pages, refer to pages that are specially optimized for search engines. When users visit doorway pages, they will automatically (or guide users to manually) Jump to another page with completely different content. For example: "Page 1" and "Page 2" are both pages of "Website A", "Page 1" has been specially optimized for search engines, and "Page 2" is a normal page. When ordinary users visit the website, they will automatically jump from "Page 1" (or guide the user to manually) to "Page 2", that is, the purpose of "Page 1" is to guide users to "Page 2"; when a search engine visits The first thing you get when the website is "Page 1", while "Page 2" may be ignored. In this way, this specially optimized "Page 1" can perform better in search engines, and when ordinary users click on the link of "Page 1" in the search results, they will automatically (or guide users to manually) enter " Page 2". At this time, we call "Page 1" the doorway page. A doorway page may be for one search engine, or it may be for multiple different search engines. Since the algorithms of each search engine will be more or less different, in order to improve the performance of the website in various search engines, some people will build different doorway pages for different search engines, and then return the results to different search engine spider programs. Corresponding door page.
For example: If the program detects that the incoming visitor is Googlebot, it will return a message that has been specially optimized for Google.
optimized page; if it is Baidu's BaiduSpider, a page that has been specially optimized for Baidu is returned.
Search engines can easily identify doorway pages. For websites that use doorway pages, search engine penalties are very severe. In mild cases, the weight of the website will be reduced, and in severe cases, they will be directly removed from the index.
5 disguise
"Clarking" refers to the behavior of returning to different pages based on the user's identity. It is one of the most commonly used jump methods for doorway pages. For example: return different pages to search engines and ordinary users, return specially optimized pages to search engines, and return normal pages to ordinary users. Regardless of the circumstances, "disguising" is a violation of deceiving search engines and will therefore be punished by search engines.
The implementation principle of "camouflage": First, judge the head proxy information of the visiting user. If it is a search engine spider program, it will return the page prepared for the search engine, otherwise it will return the normal page. When "disguising" you must know the header proxy information of the search engine spider program, which we can view on the server logs. For example: Google spider program "Googlebot", Baidu spider program "baiduspider". The following introduces the "camouflage" code implemented in PHP:
$trouve=strpos($_SERVER["HTTP_USER_AGENT"],"Googlebot");
if($trouve!==false){
?>
... Pages for Google...
}
else{
?>
... a page for ordinary users...
}
?>
6. 302 redirect
Redirection refers to forwarding an access request to a directory or file to another directory or file (for details, please refer to the "URL Redirection" section in the "URL Optimization" chapter).
Redirects include 301 redirects and 302 redirects. Among them, 302 redirection is also called Temporarily Moved and is suitable for situations such as temporary changes of domain names or directory names. Common 302 redirection methods include "meta redirection" and "JS redirection". You must be very careful when using 302 temporary redirects, otherwise it is easy to fall into the misunderstanding of doorway pages and be punished by search engines.
Meta redirection refers to redirection achieved by setting the http-equiv attribute value and content of the Meta tag. For example: Add the code " " to the header of the page, and the current page will automatically jump to the website "www.xxx.com" after 3 seconds.
In Meta redirection, if the set dwell time is too short (for example, the dwell time is less than one second), it will be considered a "doorway page" by search engines. In order to avoid the suspicion of "doorway page", when we use Meta to jump, we usually set the dwell time to more than 3 seconds.
JS redirection refers to redirection implemented using Javascript language. The code looks like this:
This code means forwarding the request to access the current page to "http://www.xxx.org". Using JS redirection, we only need to put the above code on the page that needs to be redirected.
7. Link cheating
Link cheating refers to a series of behaviors that deceive search engines by taking advantage of search engines' emphasis on external link relationships and focusing on establishing external links.
Spam links refer to the behavior of obtaining a large number of high-quality or low-quality external incoming links through illegal means. Strictly speaking, link spam is a behavior, not the quality of the page where the incoming link is located.
From the perspective of the quality of the page where the incoming link is located, spam links can be divided into high-quality spam links and low-quality spam links; from the perspective of the link relationship between the source page and the target page, they can be divided into one-way spam links and two-way spam links.
1. High-quality spam links
High-quality spam links refer to the behavior of obtaining incoming links from high-quality pages through illegal means, which usually appear in WIKI websites (such as Wikipedia and Baidu Encyclopedia, etc.).
A common feature of the source pages where high-quality spam links are located is that these pages can be edited. Spam link creators achieve the purpose of publishing spam link information by editing these pages.
2. Low-quality incoming links
Low-quality incoming links refer to the act of obtaining incoming links from low-quality pages through illegal means. Low-quality spam links usually appear on pages such as "forums", "message boards", "self-service link systems" and "blogs" , Spam link creators use mass messaging software to spread spam link information.
There are two basic conditions for judging whether a page is a low-quality page: first, the weight of the page itself (for example, we can use the Google PR value as a reference indicator); second, it is the number of exported links in the page.
3. One-way spam links
One-way spam links refer to the behavior of unilaterally obtaining incoming links through illegal means. One-way spam links often appear in "forums", "blogs", "encyclopedias", "guestbooks" and other pages. Spam link creators usually Publish link information on such pages through mass messaging software.
4. Two-way spam links
Two-way spam links refer to those behaviors that provide export links and obtain incoming links at the same time (establishing link relationships with low-quality pages with a large number of external export links is the most common two-way spam link). The characteristic of two-way spam links is that the party that obtains the incoming link is also the provider of the incoming link. Based on this relationship, search engines can easily identify bidirectional spam links.
5. Spam link identification
Spam links seriously affect the quality of search results. Therefore, search engines are very strict in cracking down on spam links. The lighter ones will reduce the weight, and the more severe ones will be directly removed from the search engine index. However, how do search engines identify spam links? Commonly used methods include the following:
a. Manual inspection, all major search engines will have Anti spam departments, that is, anti-spam website departments;
b. User reports, for example: your competitors or ordinary users may be the initiators of reports;
c. Program tracking. Most search engines have established relatively intelligent algorithms to monitor according to the characteristics of various spam links.
6. How to avoid spammy links
First of all, practitioners are required to have good professional ethics and not be publishers of spam links externally; they must not be depositors of spam links internally. Each website that exchanges links should have strict requirements in terms of category, quality and number of external export links.
I summarize the misunderstandings of SEO optimization and hope it will be helpful to major webmasters!
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