The Evolution of Black Hat SEO: 2020 Changes & Challenges Explained

Meeting with Andrew Madore from Synergist Digital Media

• Andrew Madore from Synergist Digital Media is driving out to meet at the local baseball stadium to discuss topics around user experience (UX) and black hat ideas for vlogging.

• Synergist Digital Media, led by Drew Maduri, is a digital marketing company specializing in websites, SEO, and other aspects of digital marketing, with over 15 years of experience in the industry.

• Drew Maduri, the CEO and founder of Synergist Digital Media, is not very active on social media personally, but uses it for clients and promotional purposes.

Meeting with Andrew Madore from Synergist Digital Media

Evolution of Black Hat SEO

• Over the past 15 years, the landscape of black hat SEO has undergone significant changes, especially in the context of Google's evolving algorithms and search engine guidelines.

• Black hat techniques, similar to hackers' approach to systems and networks, have forced Google to adapt and stay ahead of manipulative practices.

• Previously, tactics like spammy link building with tools such as GSA Search Engine Ranker could easily manipulate search rankings, but with the implementation of Google's RankBrain, Panda, Penguin, and AI, this has become increasingly challenging.

• Google's focus on user-centric search results has led to continual efforts to combat black hat strategies and provide genuine value to users.

• Despite the challenges, black hat strategies still exist, and some SEO professionals use them to gain insights into Google's boundaries and then apply similar tactics in a more ethical 'white hat' manner.

Evolution of Black Hat SEO

Modern SEO Techniques and Challenges

• Modern SEO techniques have evolved from the black hat methods of the past, and there is a focus on white hat strategies that are still effective today.

• The landscape of SEO has changed significantly, making it much harder to use black hat or spammy techniques to manipulate search engine rankings.

• In the past, it was relatively easy and inexpensive to build thousands of links to a website and manipulate its ranking on Google, but this is no longer the case.

• Google's algorithms are now real-time, causing constant fluctuations in search rankings, making it harder to maintain a high position.

• While in the past, it was common to create 'churn and burn' sites knowing they would eventually be penalized by Google, this approach is no longer sustainable.

• However, the idea of building websites for testing purposes is still considered acceptable in SEO strategies, allowing for a better understanding of ranking value.

• User experience (UX) was discussed as a potential topic, but it was considered less compelling, leading to a shift in the conversation towards black hat techniques.

• The discussion of specific black hat techniques to try out was also raised, indicating a continued interest in exploring these strategies.

Modern SEO Techniques and Challenges

The Evolution of PBNs and Link Building

• Private Blog Networks (PBNs) were popular around 2010-2012, but Google started devaluing these backlinks and eventually removed them from their algorithm.

• Building a legitimate website with industry-specific content and organic links can serve as a PBN without facing penalties from Google, as long as it's not used for spamming.

• Creating a powerful site over five years can provide leverage to boost client sites or other projects, resembling the process of building a brand over time to add value to a new venture.

The Evolution of PBNs and Link Building

The Importance of Building Links for Digital Marketing

• Digital marketing agencies often tailor their services to specific industries, such as automotive, by creating industry news websites and incorporating client links for added value.

• The focus is on building sustainable websites that can support client links, driving organic traffic and boosting brand visibility.

• There is a debate between 'white hat' and 'black hat' marketers regarding link building, as it goes against Google's guidelines, but is essential for business growth.

• Despite the debate, it's important to put real effort into building brands, sites, and leveraging existing resources for long-term success.

• Link building, although controversial, remains crucial for digital marketers to enhance online visibility and drive business growth.

The Importance of Building Links for Digital Marketing

Conclusion:

The journey from traditional black hat techniques to modern SEO challenges highlights the dynamic nature of digital marketing. As Google's algorithms continue to evolve, the emphasis on user-centric results becomes paramount, shaping the future of ethical SEO practices.