Blackhat search engine optimisation is a label used in the search engine industry to describe techniques used to obtain high search engine rankings that are outside of the search engine guidelines. There is an inference that these techniques are immoral and unethical.

However, the guidelines are dynamic and always changing as search technology and the web develop - what is ‘whitehat’ one day could be blackhat the next. And, there are sometimes legitimate reasons for using a ‘blackhat’ technique.

What does this mean for the individual trying to promote their own site?

It’s all about risk verses results and common sense.

Having text hidden on a page by making the text colour the same as the background colour is very risky. It’s easy for search engines to detect and there is no legitimate reason for doing it.

Optimising ALT and TITLE attributes so they include keywords as well as being descriptive is lower risk. It’s difficult to detect and looks like good, careful coding although it could strictly be termed ‘keyword stuffing’.

If you want to know about more extreme blackhat SEO, check out SEO Black Hat.