Worst practices in search engine optimization

Research output: Contribution to journalArticlepeer-review

69 Scopus citations


Some significant reviews on search engine optimization (SEO), black hat indexing techniques, on-page and off-page methods, and ranking of websites, are discussed. Many companies have started using SEO techniques and manipulating the site's content and meta tags to get a well place in first search engine result page (SERP). An industry survey has revealed that some SEO techniques can directly violate the rules and guidelines established by search engines. The search engine companies can impose a ban on site on failure to comply with search engine guidelines, which may include worse placement in the SERPs or a ban from the search engine. SEO can be defined as a method to improve the ranking of a website in search engine listing. High-ranking black hat sites can push legitimate sites downward in the SERPs for a short period of time.

Original languageEnglish
Pages (from-to)147-150
Number of pages4
JournalCommunications of the ACM
Issue number12
StatePublished - 1 Dec 2008


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