Fewer sites 'using unethical SEO tactics'

09/09/2008

The number of websites deploying black hat search engine optimisation (SEO) techniques is waning, according to one Google executive.

Matt Cutts, engineer at Google, told CNET News.com that he has seen the proportion of sites utilising more legitimate - or white hat - forms of search optimisation increase in recent times.

This is partly due to Google's anti-spam policies, which use algorithms to fight those deemed to be breaking its guidelines, he remarked.

While the search engine also takes manual action where necessary, it tries to avoid this wherever possible, Mr Cutts stated.

"We see the majority of the trend is people trying to find legitimate ways [to promote their sites] ... The hope is you can see the light at the end of the tunnel," he commented.

Changes to search engine rankings as a result of black hat SEO tend to last for shorter periods of time than those that change due to white hat tactics, Jill Whalen of Search Engine Guide commented in 2004.