Have you heard of spamdexing? It’s a set of black hat hacker techniques designed to fool search engines. Consider it search engine optimization without a moral compass. There are many ways of getting higher results in Google, and spamdexing is the cheater’s way to success.

Google recently released its 25th Panda algorithm update, affording high quality websites a boost in rankings, while sites that use typical black hat SEO ploys get booted down the line. Meanwhile, spamdexing to boost Page Rank, such as keyword stuffing, hidden text and article spinning, still exists.

It’s a constant game of cat and mouse, where black hat SEO specialists dream up more complicated ways of fooling search engine algorithms while search engine developers dream up even more complex ways of defeating their punk asses.

And that’s a lot of wasted effort. What are you doing writing for search engines instead of human beings, anyway? It’s not a good look, and forget promoting yourself as a trustworthy source. Velocity Partners’ Doug Kessler, for one, doesn’t give a shit about the newest Panda update.

Here’s the difference between spam and content. Legitimate content has the customer in mind. Spam’s got a bad attitude that shows up as a pure sales grab, a cynical bid for attention, and completely lacking in useful information. Content should, by contrast, come from a good and caring place, and a desire to connect long term. No one wants to feel tricked. Spam is relentless trickery.

Now, hold on. Establishing the basic difference between spam and content is only the beginning, because there are two other differentiators. First, content has to have a heart, but it also has to be high quality. You may have the good intention of creating a long term love affair with your readers, but without great writing to back up your aspirations, your content is no better than spam. If no one wants to pick up what you are putting down, you’re going nowhere.

Second, the frequency of your content must be fine tuned. The jury is still out on how often you should be posting.

While Google places far more importance on quality than frequency, freshness counts too. It’s a balancing act. As a general rule, the more often you post, the higher your search results will be, unless you are posting junk. Then your search engine cred disappears. You don’t even need to post weekly if your content is that good. Most important is a steady schedule. Week in and week out, keep up the content marathon. And above all, keep it legit.