Is Blackhat SEO Unethical?
Is it becoming increasingly more common for people to refer to blackhat SEO as unethical. In fact, some people actually will come out and tell you that it is unethical. But is it?
It depends on how you define unethical. Traditionally, unethical is a word that refers to an act that is immoral or that breaks trust with other members of a profession. Dishonesty, fraud, misrepresentation, these are things that are unethical no matter what kind of business you are in. But does that describe blackhat SEO?
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Blackhat SEO or search engine optimization is a term used to describe the practice of using techniques to rank pages that are not approved by the search engines. It is most often used to describe behavior that is not approved by Google. But is it unethical? What if you use a method of link building not approved by Google to get your site ranked for keywords that are important for that site. For instance, you sell swimsuits and you use unapproved methods to get your swimsuit site ranked for the term “swimsuits”. Well, you’re not defrauding anyone. You’re not being dishonest. You’re just not following Google’s rules. That’s not really unethical. (but I don’t recommend this approach!)…side note, I am a white hat SEO and I always recommend closely following Google’s webmaster guidelines:
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
On the other hand, if you use blackhat SEO techniques to get your site ranked for the key phrase “makes money” then that is dishonest. Your site isn’t about making money. It’s about swimsuits. You should be ashamed of yourself.
Now I’m not saying you should go out and start using blackhat SEO techniques. If you do and Google finds out then you may meet with a penalty – getting de-listed or drop in the SERPs. If you can risk that and want to, fine. Do as you please. But if that is a risk you don’t want to assume then I wouldn’t advise using blackhat SEO techniques. Even if you do, it isn’t necessarily unethical, but I personally do no recommend that approach.
Everything you do in life has consequences. Good and bad. You have to weigh the consequences for all of your actions. That includes Internet marketing. If you use blackhat SEO techniques and get caught then you’ll suffer the consequences. Just because something has negative consequences and is frowned upon by the powerful doesn’t mean it’s unethical. Google has a right to define the rules for their site and you have a right to define the rules for yours.
18 Responses to “Is Blackhat SEO Unethical?”
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There is no reason to do black hat strategies: having a good linking campaign by including blogging, press releases, website directories such as Best of the Web, Yahoo, and social media marketing definitely help. This of course with basic SEO skills will inrease the SERPs of any site.
Hi Don – Thanks for reading and your comment…I agree a well blended white hat approach to on site optimization and relevant link building over time will always help improve your chances of doing very well in the SERPs…
Ethics will always remain debated. It is ok for some to take a particular course of action, but for others it is completely opposed. The basic question is not about us. With a little research, you have ways to ensure that your pages come with the first 2-3 pages of SERPs for organic listing. But lets think from the search engine’s perspective. If they think that the techniques that you have used to enhance your listings are unethical and they choose not to index you, there is barely anything that can be done. Hence, the result of the entire exercise would be completely a waste! This is my perspective. The choice, however, lies in your minds.
Hi Tanmay – Very good points, it is a choice for sure…much like breaking the law…thanks for reading!
Just because something is against Google’s guidelines DOES NOT make it unethical. There is absolutely nothing illegal or unethical about not following Google’s subjective guidelines. You are simply not following Google’s rules for being included in their index. That’s all.
However, the goal of most people’s SEO efforts is to rank higher in Google. Therefore, by not following Google’s guidelines you give Google the right to punish you with respect to your rankings in their index. It’s Google’s game and if you are going to play it, you have to play by Google’s rules in order to win.
So while not playing by Google’s rules doesn’t mean you are unethical, it does open up the possibility that Google will punish you in their SERPs.
Google is fond of saying it’s their index, and they can do whatever they want with it. And we can do whatever we want with our sites. Pitting those two things against each other isn’t unethical at all. Whether it’s profitable or not is a different matter altogether.
I personally believe that a site well optimised for accessibility (w3c.org) normally gives you a great grounding for starting external SEO techniques.
Blackhat SEO is wrong (in my opinion) but it does get quick results, however, the results are not long lasting.
If those links are removed from your site or the sites linking to you then your ranking will drop Plus if you are discovered by Google (not likely from what i have seen) then you will be heavily penalised.
A well optimised site has the advantage of being indexed thoroughly by search engines such as google and therefore being listed organically with the help of a strong whitehat SEO link building campaign.
Hi MasterLinker – Good point, my thought has always been is to not take the risk as I have personally seen sites get penalized and I personally think that is it not worth it…but since it is a free country (and web) then people can do as they please
Hi Michael – Excellent point, profitability is what it all comes down to! Thanks for the comment!
Great article. I’ve been doing SEO for a little over a year now and it seems that the line between whitehat and blackhat seems to be getting grayer and grayer. What is a small company to do that sells the same thing as a huge company? If they aren’t misrepresenting what they are selling is it blackhat? Yea the debate rages but in time I think as long as your honestly representing yourself, products, and business you will be OK.
Hi Cincinnati Web Design,
Thanks for the kind words and for reading. You are correct, as long as there is not any misrepresentation, then you should be fine…
Hi Nick.
After reading the article and all the comments, it seems like black hat is not necessarily unethical, but it is kind of DUMB. Well, let me call it short sighted instead. I personally do not want to risk it since I am in this for the long haul.
Thanks!
Lorraine
Hi Lorraine,
Well put, I agree that blackhat SEO is dumb and being in it for the long haul is always the right approach!
the boundaries between black & white (hat/shoes/coat) are becoming grey , if polarity or balance is necessarily ‘light & shade’ complimentary opposites, DUALITY sometimes its worth arguing the opposite of what it is you want
maybe this ‘philosophy’ doesn’t translate directly into SEO, but if the truth could be known, it would always need the untruth to substantiate… be honest (to a point) but dont downplay all your best assests, which ultimately (of course) are originality & quality – whatever it is you do
Hi Spiney,
Good comment and being honest is great advice!
I think these thoughts have been echoed above but if you know what you are doing, then there is no point in looking at any ‘black hat’ techniques. I have always found that these techniques have normally been performed by people who don’t know what they are doing and will use the e-bay-bought PDF guide as their bible!
At some point, it will all come unstuck if you try to cheat!
Hi Andy,
Very true and funny point about the eBay PDF about SEO, do people actually still buy those?
Great posting – i did not know the term blackhat seo – so you got me reading .. and then a found a refreshing article .. well done..
Will use this term in my consulting …like the work ..
Hi Markus,
Glad I could help you!