All of the major search engines use a wide range of highly developed algorithms to check the integrity of your website. Attempting to manipulate the search engine results, by using dubious techniques on your web pages, will almost certainly result in your site being banned!

The top 7 techniques to avoid at all costs are as follows:

  • Do not purchase links from paid for link sites or link farms.
  • Do not place hidden links are your website.
  • Do not set up links from known spam sites.
  • Do not stuff your meta tags or web page content with massive amounts of misleading or irrelevant keywords.
  • Do not attempt to place hidden keywords within your web page content, for example white text on a white background.
  • Do not copy content from another website or plagiarise existing content and claim as your own.
  • Do not create one set of web page content for your visitors and a separate set of content dedicated solely to search engines (Cloaking)

If you try and use any of these methods, you may experience improved search engine rankings in the short term. However you will eventually get found out and your site will suddenly disappear from the search engine results, without any warning.

In the long term it is far more sensible to compete on a level playing field and only use Professional SEO Techniques that are within the published editorial guidelines.

To learn more about search engine optimisation or for further information on our Link Building Service, please visit our website.


More and more people are beginning to understand that search engines are unable to recognise graphics, images and flash files contained on a web page. Text is the only element of a web page that Google and other search engines can reliably index. Therefore ‘text is king’ and plays a huge part in the relevance and ranking of search results.

However, if you are struggling to create web pages that contain unique content, do not be tempted to copy sections from other parts of your site, as search engines will recognise this as duplicate content. Even worse, do not be tempted to produce an exact copy of your website, hosted on a different domain, in the hope that this will increase your chances of achieving a high ranking.

Why does Google care about Duplicate Content?

Google and other search engines include a Duplicate Content clause in their editorial guidlelines. This clause states that they will not list a web page or website that contains substantially the same content as another site. This is perfectly reasonable from Googles perspective, as there users would not be impressed with search results that simply produced a list of duplicated sites. Duplicate content occurs when two websites display identical or very similar content on any number of web pages. Duplicated sites are particularly prevalent in the MLM industry where typically a company will duplicate a website thousands of times for use by their individual distributors.

Does Google penalise sites with Duplicate Content?

Unless Google believes that the duplicate content has been created as a deliberate attempt to manipulate search engine rankings, it is unlikely that your site will be banned from the search results. However Google will only list one version of a web page or website. The version that is listed will normally be the version with the most authority in terms of link popularity. This tends to be the earliest version that was published.

The Google Webmaster Blog provides information on a range of methods webmasters can use to proactively address duplicate content issues. However, the best advice would be to keep your website free of duplicate content as far as possible.

To learn more about Web Page Optimisation visit our main website or view our range of Search Engine Optimisation Articles on our Blog.