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• What Is Ethical SEO & Why Does It Matter ?

  7 mai 2024, par Erin

  Do you want to generate more revenue ?

  Then, you need to ensure you have a steady stream of traffic flowing to your site.

  Search engines like Google, Bing and Yahoo are powerful mediums you can use to scale your business.

  Search engine optimisation (SEO) is the process of creating search engine-friendly content to draw in traffic to your website. But, if you aren’t careful, you could be crossing the line of ethical SEO into unethical SEO.

  In this article, we break down what ethical SEO is, why it’s important in business and how you can implement effective SEO into your business while remaining ethical.

  Let’s begin.

  What is ethical SEO ?

  Since the early days of the internet and search engines, business owners and marketers have tried using all kinds of SEO tactics to rank atop the search engines for relevant keywords.

  The problem ?

  Some of these practices are ethical, while others aren’t.

  What exactly is ethical SEO ?

  It’s the practice of optimising your website’s rankings in search engines by following search engine guidelines and prioritising user experience.

  

  Ethical SEO is also referred to as “white hat SEO.”

  On the other hand, businesses that break search engine rules and guidelines to “hack” their way to the top with faulty and questionable practices use unethical SEO, or “black hat SEO.”

  Ethical SEO aims to achieve higher rankings in search engines through sustainable, legitimate and fair methods.

  Black hat, or unethical SEO, aims to manipulate or “game” the system with deceptive strategies to bypass the search engine’s guidelines to rank higher.

  The two core branches of ethical SEO include :

  1. Strategies that align with search engine guidelines.
  2. Accessibility to broad audiences.

  Some examples of ethical SEO principles include :

  • Natural link building
  • Compliance with search engine guidelines
  • Establishing great user experiences
  • Creating reader-focused content

  By sticking to the right guidelines and implementing proper SEO practices, businesses can establish ethical SEO to generate more traffic and grow their brands.

  8 ethical SEO practices to implement

  If you want to grow your organic search traffic, then there’s no doubt you’ll need to have some SEO knowledge.

  While there are dozens of ways to “game” SEO, it’s best to stick to proven, ethical SEO techniques to improve your rankings.

  Stick to these best practices to increase your rankings in the search engine results pages (SERPs), increase organic traffic and improve your website conversions.

  

  1. Crafting high-quality content

  The most important piece of any ethical SEO strategy is content.

  Forget about rankings, keywords and links for a second.

  Step back and think about why people go to Google, Bing and Yahoo in the first place.

  They’re there looking for information. They have a question they need answered. That’s where you can come in and give them the answer they want. 

  How ? In the form of content.

  The best long-term ethical SEO strategy is to create the highest-quality content possible. Crafting high-quality content should be where you focus 90% of your SEO efforts.

  2. Following search engine guidelines

  Once you’ve got a solid content creation strategy, where you’re producing in-depth, quality content, you need to ensure you’re following the guidelines and rules put in place by the major search engines.

  This means you need to stay compliant with the best practices and guidelines laid out by the top search engines.

  If you fail to follow these rules, you could be penalised, your content could be downgraded or removed from search engines, and you could even have your entire website flagged, impacting your entire organic search traffic from your site.

  You need to ensure you align with the guidelines so you’re set up for long-term success with your SEO.

  3. Conducting keyword research and optimisation

  Now that we’ve covered content and guidelines, let’s talk about the technical stuff, starting with keywords.

  In the early days of SEO (late 90s), just about anyone could rank a web page high by stuffing keywords all over the page.

  While those black hat techniques used to work to “game” the system, it doesn’t work like that anymore. Google and other major search engines have much more advanced algorithms that can detect keyword stuffing and manipulation.

  Keywords are still a major part of a successful SEO strategy. You can ethically incorporate keywords into your content (and you should) if you want to rank higher. 

  Your main goal with your content is to match it with the search intent. So, incorporating keywords should come naturally throughout your content. If you try to stuff in unnecessary keywords or use spammy techniques, you may not even rank at all and could harm your website’s rankings.

  4. Incorporating natural link building

  After you’ve covered content and keywords, it’s time to dive into links. Backlinks are any links that point back to your website from another website.

  These are a crucial part of the SEO pie. Without them, it’s hard to rank high on Google. They work well because they tell Google your web page or website has authority on a subject matter.

  But you could be penalised if you try to manipulate backlinks by purchasing them or spamming them from other websites.

  Instead, you should aim to draw in natural backlinks by creating content that attracts them.

  How ? There are several options :

  • Content marketing
  • Email outreach
  • Brand mentions
  • Public relations
  • Ethical guest posting

  Get involved in other people’s communities. Get on podcasts. Write guest posts. Connect with other brands. Provide value in your niche and create content worth linking to.

  5. Respecting the intellectual property of other brands

  Content creation is moving at lightspeed in the creator economy and social media era. For better or for worse, content is going viral every day. People share content, place their spin on it, revise it, optimise it, and spread it around the internet.

  Unfortunately, this means the content is sometimes shared without the owner’s permission. Content is one form of intellectual property (IP). 

  If you share copyrighted material, you could face legal consequences.

  6. Ensuring transparency

  Transparency is one of the pillars of ethical marketing.

  If you’re running the SEO in your company or an agency, you should always explain the SEO strategies and tactics you’re implementing to your stakeholders.

  It’s best to lean on transparency and honesty to ensure your team knows you’re running operations ethically.

  7. Implementing a great user experience

  The final pillar of ethical SEO practices is offering a great user experience on your website.

  Major search engines like Google are favouring user experience more and more every year. This means knowing how to track and analyse website metrics like page load times, time on page, pageviews, media plays and event tracking.

  8. Use an ethical web analytics solution

  Last but certainly not least. Tracking your website visitors ethically is key to maintaining SEO ethics.

  You can do this by using an ethical web analytics solution like Matomo, Plausible or Fathom. All three are committed to respecting user privacy and offer ethical tracking of visitors.

  We’re a bit biassed towards Matomo, of course, but for good reasons.

  Matomo offers accurate, unsampled data along with advanced features like heatmaps, session recording, and A/B testing. These features enhance user experience and support ethical SEO practices by providing insights into user behaviour, helping optimise content. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

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  6 unethical SEO practices to avoid

  Now that we’ve covered the ethical SEO best practices let’s talk about what kind of unethical SEO practices you want to avoid.

  Remember, SEO isn’t as easy to manipulate as it once was 20 years ago.

  Algorithms are much more sophisticated now, and search engines are getting better at detecting fraudulent, scammy or unethical SEO practices every year.

  Avoid these eight unethical SEO practices to ensure you can rank high in the long term :

  

  1. Keyword stuffing

  Keyword stuffing is probably the most common unethical SEO practice. This is where someone deliberately stuffs keywords onto a page to manipulate the search engines to rank a web page higher.

  Where this is unethical isn’t always easy to detect, but in some cases, it is. It comes down to whether it’s relevant and natural or intentionally stuffing.

  2. Cloaking

  Cloaking is another unethical SEO practice where someone manipulates the information search engines see on their website.

  For example, someone may show search engines one web page on their website, but when someone clicks on it in Google, they can direct someone to a completely different page. They do this by detecting the incoming request from the user agent and presenting different content.

  3. Deceiving functionality

  Another way companies are unethically implementing SEO tactics is by deceiving people with misleading information. For example, a website may claim to provide a free resource or directory but may intentionally lead visitors to paid products.

  4. Fraudulent redirects

  Another way to deceive or mislead searchers is by creating fraudulent redirects. A redirect is a way to take someone to a different web page when they click on another one. Redirects can be useful if a page is broken or outdated. However, they can be used to deceptively take someone to a website they didn’t intend to view.

  5. Negative SEO

  Negative SEO is the intentional attempt to harm a competitor’s search engine rankings through unethical tactics.

  These tactics include duplicating their content or generating spammy links by creating low quality or irrelevant backlinks to their site.

  6. Hidden text

  Placing hidden text on a website typically has one purpose : keyword stuffing.

  Instead of making it visible to users reading the content, websites will place invisible text or text that’s hard to read on a website to try to rank the content higher and manipulate the search engines.

  3 reasons you need to implement ethical SEO

  So, why should you ensure you only implement ethical SEO in your organic traffic strategy ?

  It’s not just about what’s morally right or wrong. Implementing ethical SEO is the smartest long-term marketing strategy :

  1. Better long-term SEO

  Search engine optimisation is about implementing the “right” tactics to get your website to rank higher.

  The funny thing is many people are trying to get quick fixes by manipulating search engines to see results now.

  However, the ones who implement shady tactics and “hacks” to game the system almost always end up losing their rankings in the long term. 

  The best long-term SEO strategy is to do things ethically. Create content that helps people. Make higher quality content than your competitors. If you do those two things right, you’ll have better search traffic for years.

  2. Great brand reputation

  Not only is ethical SEO a great way to get long-term results, but it’s also a good way to maintain a solid brand reputation.

  Reputation management is a crucial aspect of SEO. All it takes is one bad incident, and your SEO could be negatively impacted.

  3. Lower chance of penalties

  If you play by the rules, you have a lower risk of being penalised by Google.

  The reality is that Google owns the search engine, not you. While we can benefit from the traffic generation of major search engines, you could lose all your rankings if you break their guidelines.

  Track SEO data ethically with Matomo

  Ethical SEO is all about :

  • Serving your audience
  • Getting better traffic in the long run

  If you fail to follow ethical SEO practices, you could be de-ranked or have your reputation on the line.

  However, if you implement ethical SEO, you could reap the rewards of a sustainable marketing strategy that helps you grow your traffic correctly and increase conversions in the long term.

  If you’re ready to start implementing ethical SEO, you need to ensure you depend on an ethical web analytics solution like Matomo.

  Unlike other web analytics solutions, Matomo prioritises user privacy, maintains transparent, ethical data collection practices, and does not sell user data to advertisers. Matomo provides 100% data ownership, ensuring that your data remains yours to own and control.

  As the leading privacy-friendly web analytics solution globally, trusted by over 1 million websites, Matomo ensures :

  • Accurate data without data sampling for confident insights and better results
  • Privacy-friendly and GDPR-compliant web analytics
  • Open-source access for transparency and creating a custom solution tailored to your needs

  Try Matomo free for 21-days. No credit card required.

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• Subtitling Sierra VMD Files

  1er juin 2016, par Multimedia Mike — Game Hacking

  I was contacted by a game translation hobbyist from Spain (henceforth known as The Translator). He had set his sights on Sierra’s 7-CD Phantasmagoria. This mammoth game was driven by a lot of FMV files and animations that have speech. These require language translation in the form of video subtitling. He’s lucky that he found possibly the one person on the whole internet who has just the right combination of skill, time, and interest to pull this off. And why would I care about helping ? I guess I share a certain camaraderie with game hackers. Don’t act so surprised. You know what kind of stuff I like to work on.

  The FMV format used in this game is VMD, which makes an appearance in numerous Sierra titles. FFmpeg already supports decoding this format. FFmpeg also supports subtitling video. So, ideally, all that’s necessary to support this goal is to add a muxer for the VMD format which can encode raw video and audio, which the format supports. Implement video compression as extra credit.

  The pipeline that I envisioned looks like this :

  
  

  

  VMD Subtitling Process

  
  

  “Trivial !” I surmised. I just never learn, do I ?

  The Plan
  So here’s my initial pitch, outlining the work I estimated that I would need to do towards the stated goal :

  1. Create a new file muxer that produces a syntactically valid VMD file with bogus video and audio data. Make sure it works with both FFmpeg’s playback system as well as the proper Phantasmagoria engine.
  2. Create a new video encoder that essentially operates in pass-through mode while correctly building a palette.
  3. Create a new basic encoder for the video frames.

  A big unknown for me was exactly how subtitle handling operates in FFmpeg. Thanks to this project, I now know. I was concerned because I was pretty sure that font rendering entails anti-aliasing which bodes poorly for keeping the palette count under 256 unique colors.

  Computer Science Puzzle
  When pondering how to process the palette, I was excited for the opportunity to exercise actual computer science. FFmpeg converts frames from paletted frames to full RGB frames. Then it needs to convert them back to paletted frames. I had a vague recollection of solving this problem once before when I was experimenting with a new paletted video codec. I seem to recall that I did the palette conversion in a very naive manner. I just used a static 256-element array and processed each RGB pixel of the frame, seeing if the value already occurred in the table (O(n) lookup) and adding it otherwise.
  

  There are more efficient algorithms, however, such as hash tables and trees. Somewhere along the line, FFmpeg helpfully acquired a rarely-used tree data structure, which was perfect for this project.

  So I was pretty pleased with this optimization. Too bad this wouldn’t survive to the end of the effort.

  Another palette-related challenge was the fact that a group of pictures would be accumulating a new palette but that palette needed to be recorded before the group. Thus, the muxer needed to have extra logic to rewind the file when the video encoder transmitted a palette change.

  Video Compression
  VMD has a few methods in its compression toolbox. It can use interframe differencing, it has some RLE, or it can code a frame raw. It can also use a custom LZ-like format on top of these. For early prototypes, I elected to leave each frame coded raw. After the concept was proved, I implemented the frame differencing.

  
  

  

  
  Top frame compared with the middle frame yields the bottom frame : red pixels indicate changes
  

  Encoding only those red dots in between vast runs of unchanged pixels yielded a vast measurable improvement. The next step was to try wiring up FFmpeg’s existing LZ compression facilities to the encoder. This turned out to be implausible since VMD’s LZ variant has nothing to do with anything FFmpeg already provides. Fortunately, the LZ piece is not absolutely required and the frame differencing + RLE provides plenty of compression.

  Subtitling
  I’ve never done anything, multimedia programming-wise, concerning subtitles. I guess all the entertainment I care about has always been in my native tongue. What a good excuse to program outside of my comfort zone !

  First, I needed to know how to access FFmpeg’s subtitling facilities. Fortunately, The Translator did the legwork on this matter so I didn’t have to figure it out.

  However, I intuitively had misgivings about this phase. I had heard that the subtitling process performs anti-aliasing. That means that the image would need to be promoted to a higher colorspace for this phase and that the anti-aliasing process would likely push the color count way past 256. Some quick tests revealed this to be the case, as the running color count would leap by several hundred colors as soon as the palette accounting algorithm encountered a subtitle.

  So I dug into the subtitle subsystem. I discovered that the subtitle library operates by creating a linked list of subtitle bitmaps that the client app must render. The bitmaps are comprised of 8-bit alpha transparency values that must be composited onto the target frame (i.e., 0 = transparent, 255 = 100% opaque). For example, the letter ‘H’ :

                                    (with 00s removed)
  13 F8 41 00 00 00 00 68 E4  |  13 F8 41             68 E4    
  14 FF 44 00 00 00 00 6C EC  |  14 FF 44             6C EC
  14 FF 44 00 00 00 00 6C EC  |  14 FF 44             6C EC
  14 FF 44 00 00 00 00 6C EC  |  14 FF 44             6C EC
  14 FF DC D0 D0 D0 D0 E4 EC  |  14 FF DC D0 D0 D0 D0 E4 EC
  14 FF 7E 50 50 50 50 9A EC  |  14 FF 7E 50 50 50 50 9A EC
  14 FF 44 00 00 00 00 6C EC  |  14 FF 44             6C EC
  14 FF 44 00 00 00 00 6C EC  |  14 FF 44             6C EC
  14 FF 44 00 00 00 00 6C EC  |  14 FF 44             6C EC
  11 E0 3B 00 00 00 00 5E CE  |  11 E0 3B             5E CE
  

  To get around the color explosion problem, I chose a threshold value and quantized values above and below to 255 and 0, respectively. Further, the process chooses an appropriate color from the existing palette rather than introducing any new colors.

  Muxing Matters
  In order to force VMD into a general purpose media framework, a lot of special information needs to be passed around. Like many paletted codecs, the palette needs to be transmitted from the file demuxer to the video decoder via some side channel. For re-encoding, this also implies that the palette needs to make the trip from the video encoder to the file muxer. As if this wasn’t enough, individual VMD frames have even more data that needs to be ferried between the muxer and codec levels, including frame change boundaries. FFmpeg provides methods to do these things, but I could not always rely on the systems to relay the data in all cases. I was probably doing something wrong ; I accept that. Instead, I just packed all the information at the front of an encoded frame and split it apart in the muxer.

  I could not quite figure out how to get the audio and video muxed correctly. As a result, neither FFmpeg nor the Phantasmagoria engine could replay the files correctly.

  Plan B
  Since I was having so much trouble creating an entirely new VMD file, likely due to numerous unknown bits of the file format, I thought of another angle : re-use the existing VMD file. For this approach, I kept the video encoder and file muxer that I created in the initial phase, but modified the file muxer to emit a special intermediate file. Then, I created a Python tool to repackage the original VMD file using compressed video data in the intermediate file.

  For this phase, I also implemented a command line switch for FFmpeg to disable subtitle blending, to make the feature feel like less of an unofficial hack, as though this nonsense would ever have a chance of being incorporated upstream.

  At this point, I was seeing some success with the complete, albeit roundabout, subtitling process. I constructed a subtitle file using “Spanish I Learned From Mexican Telenovelas” and the frames turned out fairly readable :

  
  

  

  “she cheated on him”

  
  

  

  “he’s a scumbag” … these random subtitles could fit surprisingly well !

  
  

  The few files that I tested appeared to work fine. But then I handed off my work to The Translator and he immediately found a bunch of problems. According to my notes, the problems mostly took the form of flashing, solid color frames. Further, I found tiny, mostly imperceptible flaws in my RLE compressor, usually only detectable by running strict comparison tools ; but I wasn’t satisfied.

  At this point, I think I attempted to just encode the entire palette at the front of each frame, as allowed by the format, but that did not seem to fix any problems. My notes are not completely clear on this matter (likely because I was still trying to figure out the exact problem), but I think it had to do with FFmpeg inserting extra video frames in order to even out gaps in the video framerate.

  Sigh, Plan C
  At this point, I was getting tired of trying to force FFmpeg to do this. So I decided to minimize its involvement using lessons learned up to this point.

  The next pitch :

  1. Create a new C program that can open an existing VMD file and output an identical VMD file. I know this sounds easy, but the specific method of copying entails interpreting individual parts of the file and writing those individual parts to the new file. This is in preparation for…
  2. Import the VMD video decoder functions directly into the program to decode the individual video frames and re-encode them, replacing the video frames as the file is rewritten.
  3. Wire up the subtitle system. During the adventure to disable subtitle blending, I accidentally learned enough about interfacing to the subtitle library to just invoke it directly.
  4. Rewrite the RLE method so that it is 100% correct.

  Off to work I went. That part about lifting the existing VMD decoder functions out of their libavcodec nest turned out to not be that straightforward. As an alternative, I modified the decoder to dump the raw frames to an intermediate file. In doing so, I think I was able to avoid the issue of the duplicated frames that plagued the previous efforts.

  Also, remember how I was really pleased with the palette conversion technique in which I was able to leverage computer science big-O theory ? By this stage, I had no reason to convert the paletted video to RGB in the first place ; all of the decoding, subtitling and re-encoding operates in the paletted colorspace.

  This approach seemed to work pretty well. The final program is subtitle-vmd.c. The process is still a little weird. The modifications in my own FFmpeg fork are necessary to create an intermediate file that the new C tool can operate with.

  Next Steps
  The Translator has found some assorted bugs and corner cases that still need to be ironed out. Further, for extra credit, I need find the change windows for each frame to improve compression just a little more. I don’t think I will be trying for LZ compression, though.

  However, almost as soon as I had this whole system working, The Translator informed me that there is another, different movie format in play in the Phantasmagoria engine called ROBOT, with an extension of RBT. Fortunately, enough of the algorithms have been reverse engineered and re-implemented in ScummVM that I was able to sort out enough details for another subtitling project. That will be the subject of a future post.

  See Also :

  • Subtitling Sierra RBT Files : The followup in which I discuss how to scribble text on the other animation format

• Revision 30332 : On passe la génération de la file d’attente et donc des inserts en base ...

  29 juillet 2009, par kent1@… — Log

  On passe la génération de la file d’attente et donc des inserts en base dans l’action spipmotion_ajouter_file
  On ajoute un suffixe au nom de fichier -encoded pour éviter de boucler sur les encodages
  On clean aussi un chouilla