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Techniques employed by some Web marketers and site designers in order to fool a search engine's indexing programs. The objective is to ensure their website appears at or near the top of the list of search engine results.

Word/Keyword Stuffing
A common method is "word stuffing" or "keyword stuffing," which embeds descriptive words on the page dozens or even hundreds of times. These words may also be invisible to the human eye, such as white text on a white background, but search engines see them.

Bait and Switch
Another technique combines word stuffing with "bait-and-switch," which loads the page with a popular search word such as "sex," "travel" or "antivirus," even though the word has nothing to do with the site content.

Search Engines Are Savvy
Major search engines always try to outsmart spamdexers. For example, they may automatically give a lower ranking to any page that contains a lot of repeated words. However, as soon as one method is successfully defeated, spamdexers come up with others.

Legitimate Methods
Site designers can use ethical ways to make their site get a higher ranking, such as inserting appropriate keywords in the page's meta tags. In addition, the search engine itself may offer tips on how to obtain higher rankings. A good source of information is Search Engine Watch (, which covers the major search engines. See doorway page, meta tag, spam and Google bomb.
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References in periodicals archive ?
Regarding these terms, the world of SEO has some curious neologisms, such as spamdexing, which refers to keyword stuffing, search engine spam, or black-hat SEO [6].
Similarly, don't repeat keywords too many rimes within the text of any given page because Google could regard that as search engine spam as well.
The real issue is one of search engine spam and the serving up of questionable results.
What Is Search Engine Spam? The Video Edition: -engine-spam-thevideo-edition-15202
This "metasearch" approach helps raise the best results to the top and push search engine spam to the bottom.
Other major search engines use automated "spiders" (robots) to eliminate search engine spam after-the-fact already existing in their databases, and are not always successful, making their listings less relevant and less trustworthy.
On the nefarious side, other companies and individuals are using unethical tactics to raise their own profiles--a practice known as search engine spam.