Strumpette has an article on “Black PR” called WARNING: Beware the Dark Side of PR 2.0 by Ivana Kalay. It is a fine article because it finally echoes something I go on and on about: the essential nature of an SEO strategy — both offensive and defensive SEO — any time you decide you need an Online PR or Online Marketing strategy.
“Web 2.0 is without doubt the most innovative approach to technology. However, due to its flexibility, modularity and easy of use, it perfectly suits black public relations practices. The future is within the information, the single most valuable resource in the digital world. Black PR needs indefinite supply of it and Web 2.0 is here to make that happen. You’ve been warned.” Via Strumpette
As an SEO expert, I am always trying to make my clients aware of the importance of covering your ass online because people aren’t just racing you in this competition, they’re also trying to stick branches in your spokes as well.
And, like I said in Don’t Be Seduced by the Lure of Astroturfing,
“You may be attracted to covert online marketing: special ops, black ops, spycraft – “fifth column marketing,” if you will. Don’t be.”
The same can and should be said about Black Hat anything online.
Thanks, Ivana, for exploring the issue of what we in the SEO field call “black hat SEO.” I am happy to name the leveraging of this sort of thing as “black PR” although I think “Black Hat PR” or “Black Hat Marketing” might be a better term to coin.
You’ve been double-warned.
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I agree that you must know and understand Black Hat, but not use it. Just like hackers and viruses, you need to know and understand how they work, but not go out and code one.
BeachBum
Prediction: We’ll have at least one – but more likely two – scandals over the political season that incorporate black hat marketing.