December 12, 2024
There are some SEO practices that are known as ‘Black hat SEO’. These are usually defined as being deceptive tactics used to gain inflated results through bad practices and, when identified by search engines, will cost you greatly. Google in particular will penalise you for such SEO methods as it goes against their search essentials (previously webmaster guidelines), and your website will no longer be displayed in the search results, making your visibility vanish.
We will be looking at two black hat methods that are sometimes used, and why you should avoid these, cloaking and sneaky redirects. So, let’s jump in, what is cloaking, and what are sneaky redirects in SEO?
Cloaking is a method where the content displayed on a website is different to what is displayed to search engines. There are different types of cloaking in SEO including user-agent, IP, hidden text and HTTP language. We will look at each of these to explain what each aims to do. Sneaky redirects display a link to users but then sending them to a completely different URL, it can be used by hackers to send users on different devices to different webpages.
Read on to learn more about cloaking in SEO and the practice of sneaky redirects and how to identify these.
Cloaking is defined as a tactic used to deceive the search engines. It does this by displaying content to them that is created to please the algorithm, while displaying other content to human users in their browser.
There are many different types of cloaking, the most popular types we detail below.
IP cloaking is used where a website will serve different content to different users, depending on their IP address. So for example, a server that identifies the IP address of a search engine bot will provide content that is stuffed with more keywords. When the IP is not associated with a search engine it will provide a different version.
This is simply where the server will display different content to users based on the language preference set in their browser. It can be used to manipulate local search, showing different content to rank higher in different areas where they may not even serve users.
User-agent cloaking can identify the user-agent visiting the website, if this is a search engine it will be served more optimised content made purely for ranking whilst often serving users a page that is completely different or of poorer quality.
This is where a website will have more links and keywords written directly into the code of the website. So they are visible to web crawlers but not human website visitors. These are usually hidden from users by matching the font colour to the background, for example black text on a black background, or are sometimes hidden beneath images.
Due to the unethical nature of cloaking tactics if detected a website will be penalised for using these techniques. This can include:
Recovering from these kinds of penalties can take a very long time, and it is more worthwhile spending your time on creating high quality content and following SEO best practices to grow your website than to try and out-smart the algorithm.
Sneaky redirects are a type of spam tactic typically used by hackers to send users to a webpage they were not looking for. They are used by those adopting black-hat SEO practices to deliver different content to users than to search engines and are not to be confused with regular redirects which are used in a transparent way.
As with cloaking, if your website is identified as having used sneaky redirects it will be removed from the search engine index and will not be displayed on the results pages. Your website will be penalised and it will take a long time to regain the trust of the search engines before you can begin to rank again.
Learn more about Google penalties and how they can impact your website in our recent blog.
Choose an agency who is transparent with you about their practices, and isn’t promising you results overnight, as SEO is a long-term strategy. Your agency should be transparent about the work they are going to complete for you and what impact they expect it to have. There are tools available to check for cloaking such as sitechecker. Redirects can be checked through tools such as Screaming frog and Sitebulb.
Here at Wildcat our SEO experts follow only white-hat SEO practices, building your online presence with your users at the heart of your campaign. We follow Google’s search essentials guidelines to build trust and authority with both search engines and users, delivering helpful, high-quality content on solid technical SEO foundations. If you want to boost your online presence we have experts on SEO and PPC who can help you achieve your goals. Get in touch with us today!
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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