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SEO Expert invites you to join Ken Webster in
his look at how CSS is being used more frequently now days by
Webmasters and SEO's to SPAM their own and customer websites.
This technique now leads to higher rankings, but when Google and
the other search engines decide to act, the axe will fall on this
sort of black hat methodology and websites when this suffer by
being penalized and toss to the bottom of the ranking pile.
CSS SPAM - Out of Control!
Every newer technology has loopholes that draw multitudes of
Spammers. The newest Spam technique on the scene is hiding text
and URL gateways using CSS (Cascading Style Sheet) methods.
More frequently we are finding top listed sites owned or controlled
by SEO and Web Development companies using this technique.
There are many ways to hide text and links using CSS and it is
seems to be running completely unchecked by the major SE’s
at this time. Up to now the search engines haven’t been able
to parse CSS files and combine that information with the page
code to determine if spamming techniques were being used.
Most methods deploy a separate attached CSS file and use “hide”
terms, such as:
keyword keyword
This morning I was doing a GOOGLE search for “web development
pricing” and found a Site in top positions using a similar
technique to hide hundreds of links to pseudo URLs with a full
spectrum of web design, development and promotion key terms. Each
page was the same “gateway” page.
Here is a small sample of their technique:
Web Site Programmers,
Web Site Programming,
Web Site Promotion,
Web Site Promotion Marketing,
Web Site Promotions,
Web Site Traffic,
Obviously, the links were hidden in microscopic detail, utilizing
the smallest text possible and CSS color the same as the background.
Of course this method required very little space at the bottom
of the page after the layout table for hundreds of links.
The search engines thrive on “relevance” to maintain
market share. Almost every algorithm shift targets Spam, filtering
out anything irrelevant possible. Recent Search Engine history
is replete with algorithm updates that severely punished Sites
and Site Owners that chose to deploy similar “Black Hat”
Search Engine Optimization techniques.
Why do so many flock to new “Black Hat” SEO techniques
every time another one surfaces?
These practices are strictly forbidden in the top 3 SE’s
published “Webmaster” and “Site Owner” guidelines:
Google: http://www.google.com/webmasters/guidelines.html
MSN: http://search.msn.com.sg/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm&FORM=WGDD
Yahoo: http://help.yahoo.com/help/us/ysearch/basics/basics-18.html
It shouldn’t be very difficult for the Search Engine developers
to take in external CSS file considerations and incorporate them
into algorithm changes in the near future. With the extent CSS
is being misused now, we should expect an update correcting this
problem in the near future.
From the “Florida” update to the most recent “Allegra”
update, major GOOGLE algorithm updates are denoted by a successive
alphabetical naming scheme, similar to hurricanes and typhoons,
when they are implemented. A certain severity threshold seems
to trigger whether an update is named or not. The CSS Spamming
has become such a widespread practice that we believe when resolved
it will be comparable to the “Florida” update.
I would suggest the following names and meanings:
Balwin – Bold Protector
Beaman – Bee Keeper
Barth – Protector
Barron – Fighter
Bernard – Steady
I kind of favor the name “Bernard” myself.
I highly recommend that anyone using CSS techniques to SPAM,
on their or client’s Sites immediately desist. Site owners
hold ultimate responsibility for what occurs on their Site. Site
owners should immediately check with your Webmaster, Website Marketing
or SEO company to make sure they are not deploying CSS Spam techniques
on their Site, to protect themselves in this coming update. Many
small business owners do not have the time or the knowledge to
manage their own Sites.
In past updates, many business owners suddenly found that their
Site had been completely de-listed or de-rated so severely that
it cost them their livelihood. Small business owners are so busy
managing the daily affairs of their business, they have to hire
outside professionals foe web development, marketing etc. If you
fall in that category make sure and read what GOOGLE has to say
about SEO: http://www.google.com/webmasters/seo.html
Another very real and present danger to “Black Hat”
SEO practices is; When Sites using dubious methods gain top positions,
competing “White Hat” Webmasters and Site Owners checking
their own positions find unfair positioning, they tend to report
the Spam directly to the Search Engine. This method of reporting
Spam Sites has become very effective for “White Hat”
webmasters and the Search Engines alike. GOOGLE even states that
such reports are used in ongoing development and refinement of
their algorithms. Many are reviewed and even banned. Spam reported
through these channels are valuable to Search Engine administrators,
saving a great deal of algorithm research and development expenditure.
You bet they listen.
We support reporting Sites deploying Spam methods to:
Google @ http://www.google.com/contact/spamreport.html
MSN @ At the bottom of every SERP, select the “Help us improve”
link.
Yahoo @ http://add.yahoo.com/fast/help/us/ysearch/cgi_reportsearchspam
Excite @ http://mailit.excite.com/mailit/feedback_abuse.jsp
DMOZ @ staff@dmoz.org
Know your and your client’s competition in the SERPs (Search
Engine Results Pages). If a competitive Site’s listing doesn’t
look right, examine the code and determine how and why they beat
you in the SERPs.
Ken Webster
Mountain Eagle Marketing
Published 03/22/05
About the Author
Ken Webster is a published, award winning technical author, US
Patent Holder and Moderator on a leading Internet Webmaster Forum.
His experience as Engineering Manager led him into the Marketing
Arena where he got lost in that abyss @ www.mountaineagleweb.com
.
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