My last two blog posts have explored the basic concepts of SEO and how SEO is used to get to the top of Google News. This post I want to shift over to the murky side of SEO and see how it is used as one of the ‘Dark Arts’.
An undercover investigation by the Bureau of Investigative Journalism recently exposed the inner workings of one of Britain’s largest lobbying companies, Bell Pottinger. Posing as agents for a country with terrible human rights abuses, the investigative team secretly recorded senior executives making promises to use the ‘dark arts’ to help bury negative coverage of human rights violations and child labour.
The techniques used by Bell Pottinger ranged from using their connections to the Prime Minister to ‘fixing Wikipedia’ and manipulating Google to ‘drown’ out negative coverage of their clients.
The manipulation of Google that Bell Pottinger refers to is the mastery of SEO techniques to push positive media coverage up a Google search engine results page (known as a SERP) and to pull negative coverage down. The idea is that the higher up a SERP a link is, the more likely it is to be visited by the searcher – a study found that 42% of searchers click on the first link on a page, and that 90% click somewhere on the first 10 links.
The use of SEO to give your company a boost in search engine authority is nothing new – the process of using it to drown out negative coverage is a capability Bell Pottinger bragged about pioneering in 2007, calling it ‘Crisis Management’
The group claims the firm, headed by MD Paul Mead, will link PR with SEO in a genuinely new way.
‘Previously SEO has only been used to make sure a brand is noticed and high-up on a relevant search,’ said BP Group chairman Kevin Murray. ‘What we are doing is taking the world’s biggest reputation management tool – Google – and turning it into a tool for crisis management.’
Whilst the basic’s of SEO are simple enough, to be an expert takes a lot of effort and the field changes daily. Google is said to have over 10,000 signals that tell it how to rank web-pages – signals that are kept a closely guarded secret. It is a SEO specialists job to experiment with Google and crawl through the hundreds of blogs and forums dedicated to the topic.
The unethical dark side of SEO has a name, Black Hat Search Engine Optimisation. It is frowned upon by the more ethically minded SEO practitioners and generally considered a short term solution to an SEO problem. However, for a lobbying company like Bell Pottinger – these short term solutions can be just the fix needed to drown out negative coverage.
Common techniques include:
- Keyword Stuffing: This is where as many keywords as possible are stuffed into the content and the meta data. This is quite an old technique that most search engines can avoid.
- Invisible Text: Placing a long list of keywords in white text on a white background so that it is invisible to a viewer but visible to a search engine.
- Doorway Page: A page on a website that viewers will never visit optimised for search engines. If anyone does happen to visit this page, they are redirected to the main page.
- Link Farming: Harvesting links from unrelated pages
- Throw Away Domains: Purchasing domains with a keyword heavy address and linking to your page.
- Deceptive Headlines: Luring people to your site with misinformation to increase your authority.
Another interesting technique is called ‘Google Bombing‘. This is a process that involves creating lots of links around the web that point to the page being bumped up and filling the anchor text (the visible, clickable part of a hyperlink) with the keywords. One recent example was when Pro-Lifers used a Google Bomb to bring the Wikipedia page for ‘Murder’ to the top of a SERP for ‘Abortion’.
These are just a handful of techniques for unethical optimisation. SEO is a non-stop dance between the search engines that are trying to create a useful and fair search engine result page and those that try and manipulate it. Of course, the people that are the best at manipulating SEO are those that attract the highest fee’s – fee’s that only companies with the budgets of a lobbying company like Bell Pottinger can afford.
The Bell Pottinger investigation highlights the incredible importance of SEO in our digital world. If anything is to be learnt, it is that those that support human rights must learn these techniques in order to combat against them.