What Exactly Is Spam?

As much as we all would like the search engines to give us clear guidelines on what does and does not constitute spam, we have to accept that it is an unrealistic expectation. Whenever a search engine presents a clear-cut spam guideline, unethical search engine marketers try to implement exceptions to the guideline. Then the search engines must update the guideline to include the new exceptions to the guideline, and so on, and so on. It's a never-ending process. Thus, the search engines present general rather than specific guidelines as to what constitutes spam.
Search engine spam is more about how and to what extent a marketing technique is used rather than if a technique is used. Thus, the search engine Spam Police do not automatically penalize a site for using a design technique if that design technique is used in an appropriate manner. For example, a site that uses invisible DHTML layers for drop-down menus, such as the Position Technologies site are not penalized because the invisible layers serve a navigation purpose. However, if a design or writing technique is used to deliberately trick a search engine into offering inappropriate, irrelevant, redundant, or poor-quality search results, a site can be penalized for spamming.
To determine whether a search engine marketing strategy is spam, ask yourself the following questions:
· Does your web site's actual content benefit your target audience and end users?
· Would you perform a search engine marketing strategy if the search engines did not exist?
· Are you building pages primarily for search engine positioning?
If you answered "yes" to the first and second questions and "no" to the third question, then in all likelihood, the search engine Spam Police will not consider the use of your design or writing strategies to be spam.
Conclusion
Utilizing spam techniques does not guarantee that your web pages get top search engine positions. Even if spam techniques work, the search engine positions are short-lived. After the search engines or competitors discover the spam, the site(s) utilizing spam are either penalized or permanently banned from the search engines. Then the spammers have to build another web site, another set of web pages, and begin the whole search engine marketing process all over again. This cat-and-mouse game can become very time consuming and expensive.Web pages with quality content and an acceptable search engine– friendly design consistently perform better on the search engines than spam pages. Because the pages contain quality content and the search engines have access to that quality content, there is no cat-and-mouse game. Sites that are optimized from the very beginning of the design and redesign process need little tweaking after the foundation is in place. Building a site for your target audience and following search engine best practices is one of the most cost-effective components of a search engine marketing campaign.
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