Most webmasters use Search Engine Optimization to drive traffic to their sites. SEO works in accordance with two beliefs: the idea that rely on numbers; and the the idea of having a good value.
Having a good value involves generating contents with high quality and good links. Webmasters that doing this kind of SEO believes that they can drive traffic because of the contents and it would last longer than unethical SEO.
However, webmasters that rely on numbers made use of some tricks to drive traffic to their site which are sometimes unethical. Their strategies include spamming the forums, buying links from partner sites and any other ways that would put their site on high on top of the search engine rankings even if it is annoying for many users.
Most search engines do not like these strategies made by ‘black hats‘ – the term refers to webmasters who are engaging in bad SEO. Thus, search engines tend to change their search algorithms frequently to prevent these black hats on doing such unethical things in the internet.
One evidence that would show the dislike of search engines for the black hats is Google’s Penguin. Google Penguin updates the Google’s search algorithm to lower the rank of the sites which are not following the ‘Google webmaster quality guidelines‘. Also, this technology aims to prevent webmasters who participate in spam forums and illegal link exchanges.
Google’s post regarding the launch of Penguin
We’re launching an important algorithm change targeted at webspam. The change will decrease rankings for sites that we believe are violating Google’s existing quality guidelines. While we can’t divulge specific signals because we don’t want to give people a way to game our search results and worsen the experience for users, our advice for webmasters is to focus on creating high quality sites that create a good user experience and employ white hat SEO methods instead of engaging in aggressive web spam tactics.
Since Google tend to penalize websites that has proven to be doing unethical it would be better for you to monitor whether you have been penalized or not. Also, avoiding link spams and negative SEO would be the best solution.
Below are some tips to protect your site from link spam
1. Frequent checking of your Google webmaster tools account will help found out ‘incoming links’. If you have noticed that there is high number of links coming from a single source or there are lot unusual pattern of IP address that is linking in your website, then you have to be alarmed. Someone might want to destroy your reputation and credibility that you have worked so hard. Inform immediately to Google all unusual happenings in your website and file a reconsideration request.
2. Web spam is best avoided by building a strong wall of positive signals. This is done through building trust and credibility which most search engines look in a website. You got a high quality content with lots of authentic positive links and active on social networking sites will surely the best defense against web spam.
There are lots of ways in which you could have high ranking which does not need on relying on negative SEO. Negative SEO will only ruin your credibility.