Search Engine Marketing continues to be a staple for companies looking to advertise to their potential customers online. Due to the complexity and continuous Google algorithm updates, many businesses decide to hire SEO professionals to optimize their website ranking potential rather than do it themselves. While most SEO agencies use ethical and best practices to find success, as with anything, there are those other SEO agencies that resort to deceptive and unethical practices in an effort to beat the competition. In other words, these SEO agencies like to “cheat” in order to get ahead. While these black hat SEO tactics might bring about success in the short-term gains, they often result in long-term failures. With the many penalties (from Google) and consequences that can apply to utilizing these practices, it’s important to know the “red flags” to look for when looking for an SEO agency to hire.
As a SEO marketing agency, we have been able to see every type of SEO tactic and practice. This includes tactics that are against search engine guidelines. If you’re new to SEO, we hope reading this can equip you to better spot the “red flags” when hiring an SEO provider.
What is Black Hat SEO?
Black hat SEO are utilization of various unethical search engine optimization practices and techniques that manipulate search engine rankings that directly or indirectly violate Google’s policies. Such focus on artificially boosting a website’s ranking with no intent of providing high-quality content to users. As we will uncover, these practices may have short-term rankings gains for a website, but the long-term impact on rankings can be devastating and could cause irreversible damage to a company’s website and reputation.
Although the idea of black hat SEO seems fairly “cut and dry” there are various practices that can be used and they are not always easy to spot. In order to spot the potential red flags of someone utilizing these practices, it is important to understand the most common black hat SEO strategies that are used.
Common Black Hat SEO Strategies
Black Hat SEO covers a wide-range of different practices including but is not limited to, keyword stuffing, link schemes, cloaking, and content manipulation. Through these deceptive practices, they can be utilized to manipulate search engine rankings, often focusing on abusing search engine algorithm loopholes rather than focusing on legitimate value for the end user.
Content Manipulation
Google uses E-E-A-T (Experience, Expertise, Authority and Trustworthiness) guidelines when it comes to assessing website content. In other words, Google is assessing whether the writer has expressed any personal experience, relevant knowledge or skills, or possesses any qualifications that makes them an authority on the subject matter they’re writing about, and whether the content itself is reliable and accurate. One of the main purposes of black hat SEO is to try to create the illusion that they have all of these aspects in their content when in reality they don’t. While utilizing these practices may have a temporary positive impact on your website rankings, the long-term implications on your rankings can be devastating. We’ve watched websites use black hat techniques to grow their organic traffic only to have it all removed when Google caught on. It’s not worth it!
Examples of content manipulation include but are not limited to:
- Keyword stuffing
- Cloaking
- Duplicate content
- Hidden text
- Sneaky redirects
Link Schemes
Link schemes refers to a strategy that attempts to manipulate search engine rankings with links that are not natural. There are many link schemes but one of the most commonly used black hat practices include creating and utilizing PBNs (Private Blog Networks). A PBN is a network of various websites that were created with the sole purpose of building backlinks to a main website to improve search engine rankings. Such networks are usually built on expired URLs that have authority and are repurposed to share content that contain artificial backlinks.
Businesses that understand black hat SEO and its basic mechanics can significantly reduce their risk of hiring an SEO agency that utilize these practices. Even with basic vetting, some companies can overlook some of the most common red flags from SEO agencies. We understand that SEO can be confusing, but one question you might ask before hiring is, “what is your link building strategy?”. If they start to explain a private blog network, you’ll know that they’re not the company for you.
Other types of link schemes include but are not limited to:
- Buying or Selling backlinks
- Excessive backlink exchanges
- Automated backlink placements
- Placing backlinks in comments/forums
Negative SEO
Negative SEO refers to an unethical and potentially illegal SEO strategy that focuses on harming another business’s search rankings, aiming to negatively impact their rankings, traffic or credibility. Negative SEO is commonly used to manipulate a competing websites’ rankings or traffic through shady tactics such as sending excess bot traffic or building spam links that point to the competitors website. There are several negative SEO tactics that can be used but the overall idea is to make the competitor’s website look like they are using black hat strategies themselves. If successful, this can severely hurt the competing business’s reputation and rankings.
Some common examples of Negative SEO include:
- Hacking/Malware attacks
- Review Bombing
- Unauthorized Hotlinking
- Bot traffic
- Spam links
These strategies often go undetected by Google, as the aggressors often utilize third party companies, bots or software to deploy these tactics. Use of these tactics is highly discouraged for various legal and ethical reasons, but it’s important to be aware of them so businesses can protect themselves from these vicious attacks.
Common Red Flags to Look for While Evaluating SEO Agencies
Perhaps the biggest red flag to look for is a lack of transparency about their practices. A legitimate SEO agency will be transparent about their practices and tactics in order to deliver results. Although they may not want to provide so much detail to the client that they are confusing them, they should be able to discuss these practices on a high level so the client can understand.
Another red flag to look out for is extremely low pricing. While the cost of SEO can vary based upon a number of factors, prices significantly lower than the market average can be a cause for suspicion. SEO is a long-term and labor intensive strategy that can take 6-12 months to start seeing significant results. Anyone that is offering significantly less than the market average either doesn’t know what they are doing, or they are cutting more than just costs. They are likely cutting corners as well.
Finally, don’t be afraid to look at the website of the agency that you are looking to hire. When you’re evaluating an SEO agency, watch for red flags like invisible text, unnatural keyword stuffing, hidden links, and promises of guaranteed #1 rankings. Legitimate agencies will be transparent about their methods, provide verifiable case studies, and focus on creating high-quality content rather than using manipulative tactics that could harm your site’s long-term performance.
Consequences of Using Black Hat SEO Techniques
When it comes to the consequences of using these practices, it extends far beyond just poor rankings. Using these techniques can destroy a business’s online presence, reputation, and ultimately its ability to generate revenue. For websites that aggressively use black hat techniques to manipulate the search rankings, Google will issue a manual penalty. This penalty can have a long-lasting effect on your site’s ability to rank on Google, and is difficult to remove.
Additionally, using black hat techniques can also impact various marketing funnels and/or channels.These channels include: social media, email marketing, and many others. Remember, brand reputation is one of the most important aspects that can make or break a business’ success. Once a brand’s reputation goes sour, it is difficult to get that taste out of your customers mouth.
White Hat SEO Practices (Legitimate SEO)
Legitimate SEO practices focus on providing value while keeping Google’s guidelines top of mind, such as Google’s E-E-A-T guidelines for quality content. High-quality content is the one of the most important White Hat SEO techniques. Bottom line is, search engines favor content that is informative, truthful and created by an expert on that particular topic.
Technical optimization also plays a crucial role in proper SEO. Studies indicate that websites with excellent technical SEO experience 32% better engagement metrics and 19% higher conversion rates. This includes mobile optimization, site speed improvements, and proper indexation management.
Link building in legitimate SEO focuses on earning backlinks through valuable content and relationship building, and not building a lot of spammy or paid links.
How to Verify an SEO Provider’s Credibility
It’s important to do your due diligence when selecting an SEO provider, so you can avoid hiring the wrong person or agency and risk losing rankings, traffic, and ultimately your business. Here are some things to look for.
Case studies and references serve as verification tools. Legitimate providers should have documented success stories with verifiable results. They should be able to show you screenshots from keyword ranking tools of keywords moving upward and screenshots from Google Search Console that show their results. Professional certifications and industry involvement provide additional credibility indicators.
Communication transparency and reporting practices often reveal provider quality.
Monitoring and Measuring SEO Performance
Effective monitoring helps you identify potential black hat activities before they cause significant damage.
Key performance indicators should extend beyond rankings to include traffic quality, conversion rates, and user engagement metrics. Regular audits play a crucial role in maintaining SEO health. Companies conducting monthly technical audits are more likely to maintain stable rankings and avoid penalties. These audits should examine backlink profiles, content quality, technical compliance, and user experience metrics.
How to Report Black Hat SEO to Google
Reporting black hat SEO practices helps maintain search quality and protects legitimate businesses. If you come across any websites or agencies that may be using black hat tactics, use this form to report it.
This form doesn’t guarantee that Google will issue manual actions and penalize a site,, but it will put the site on Google’s radar.
Avoid Black-Hat SEO Services If You want Long-Term Results
For businesses seeking SEO services, we recommend evaluating potential SEO providers thoroughly before selecting one and then performing ongoing monitoring. This includes verifying case studies, checking references, and ensuring transparent communication about methodologies and results.
The future of SEO clearly favors those who prioritize user experience and valuable content over manipulative techniques. Successful SEO strategies must focus on creating genuine value for users while building sustainable, penalty-resistant online presence.
As we move forward, the importance of staying informed about SEO best practices and maintaining vigilance against black hat techniques cannot be overstated. Businesses must view SEO as a long-term investment in their digital presence, choosing partners who demonstrate commitment to ethical practices and sustainable results. By understanding the mechanics of black hat SEO and recognizing warning signs when hiring providers, organizations can protect their online reputation while building lasting search engine visibility that drives genuine business growth.
Frequently Asked Questions
How long does it take for black hat SEO techniques to negatively impact my website?
While initial positive results might appear within days, penalties typically occur within 3-6 months of implementing black hat techniques, with 76% of websites experiencing significant ranking drops that can take up to a year to recover from.
What’s the true cost difference between black hat and white hat SEO? Can my competitors’ black hat tactics harm my website?
Yes – competitors can damage your site through negative SEO attacks like toxic backlink building and content scraping, which is why regular monitoring and documentation of your SEO activities is essential for protection. We have experience working with clients who have been attacked by negative SEO in competitive industries. Discovering you’re experiencing negative SEO attacks is the first step to stopping it.
How can I tell if my current SEO provider is using black hat techniques?
Watch for red flags like sudden dramatic ranking improvements, keyword stuffing, blog comment spam, reluctance to share specific strategies, lack of detailed reporting, and unusual backlink growth patterns that can’t be explained by legitimate campaigns.
What’s the first step in transitioning from black hat to white hat SEO?
The essential first step is conducting a comprehensive SEO audit to identify all problematic elements, followed by systematically removing toxic backlinks and improving content quality to align with search engine guidelines. If you’re looking for a SEO agency to help you move from black hat to white SEO, please reach out to us for a free consultation.
