Black Hat Marketing Tricks Could Poison Your Brand
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Black Hat Marketing Tricks Could Poison Your Brand
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Marketers are on a constant hunt to get their brand name and message spread to a greater audience, and sometimes those efforts turn unethical. Black hat marketing tactics, whether you know you are employing them or not, may seem like they’ll benefit your brand, but the long term negative effects are crushing. This presentation goes through what you need to know about black hat marketing in order to protect your brand. Find out: - Types of black hat marketing - Policies against black hat marketing you need to be aware of - Ways to avoid being banned from critical sites such as Google, Facebook and Twitter
Transcript of Black Hat Marketing Tricks Could Poison Your Brand
Black Hat Marketing Tricks Could Poison Your Brand
Black Hat Marketing
#BlackHatMarketing
White Hat (Good Guys)
Black Hat (Bad Guys)
#BlackHatMarketing
Black Hat tactics can have serious consequences
#BlackHatMarketing
Types of Black Hat Marketing
#BlackHatMarketing
Click Bait
Content meant to attract readers with intriguing, and often misleading, headlines that don’t fully
explain what the post is about
Source: MarketWatch.com #BlackHatMarketing
Click Bait
Facebook is putting in the work to put an end to click bait based on time away from Facebook and number of Interactions
#BlackHatMarketing
#BlackHatMarketing
Doorway Pages
Poor-quality pages where each is optimized for a specific keyword or phrase, or specifically written to rank for a particular phrase and
then funnel users to a single destination
Source: Google Support #BlackHatMarketing
Doorway Pages
Google Webmaster Guidelines state: “Don’t deceive your users” and “Avoid tricks intended to improve
search engine rankings.”
#BlackHatMarketing
BMW admittedly used doorway pages - their German website influenced search results to ensure top ranking when users
searched for "used car."
Source: BBC News #BlackHatMarketing
Craigslist Harvesting
Collecting the email addresses of people that are posting to Craigslist, or even using Craigslist content as your own.
#BlackHatMarketing
Craigslist sues PadMapper for 'mass harvesting' listings
Source: cnet.com #BlackHatMarketing
Cookie Stuffing
Loading users’ computers with fraudulent cookies even when they do not click on a link.
Source: marketing-schools.org #BlackHatMarketing
Cookie Stuffing
Legitimate affiliate marketing uses cookies to track when a link is clicked on, in order to credit the referral source
#BlackHatMarketing
Cloaking
Showing different websites to search engine robots and users
#BlackHatMarketing
Cloaking
Serving a page of HTML text to search engines and showing images or Flash to users
!
OR !
Inserting text or keywords into a page only when it is a search engine and not a human
#BlackHatMarketing
Traffic-Power.com used improper SEO tactics and got clients banned from Google and Yahoo.
Source: The Wall Street Journal #BlackHatMarketing
Policies to be Aware of
#BlackHatMarketing
Google’s Guidelines
Google has strict guidelines that are meant to actually help marketers in the long run, and they are great for marketers to keep top of mind.
Source: Google Support #BlackHatMarketing
Google’s Guidelines
They cover international content, mobile content, link schemes, redirects, comment spam and more
#BlackHatMarketing
Facebook Promotions
#BlackHatMarketing
Facebook Promotions
Source: Facebook Page Guidelines #BlackHatMarketing
Twitter Guidelines
Get Rich Quick
Source: Twitter Guidelines #BlackHatMarketing
Twitter Guidelines
#BlackHatMarketing
Instead of Black Hat, Try White Hat
#BlackHatMarketing
White Hat Marketing
#BlackHatMarketing
White Hat = Long term Success
Black Hat = Short term Success
#BlackHatMarketing
