What are some examples of unethical SEO practices used by PowerDMARC?
Michael Ko
Co-founder & CEO, Suped
Published 5 May 2025
Updated 17 Aug 2025
6 min read
Email security and deliverability are built on a foundation of trust and adherence to established best practices. Unfortunately, not all companies in this space uphold these standards. I've recently encountered a concerning situation involving a DMARC provider that highlights some truly unethical SEO practices. It's a stark reminder that even within technical fields, the pursuit of visibility can sometimes lead to questionable methods.
The details of this particular instance shed light on tactics that not only skirt ethical boundaries but also potentially violate industry regulations. As someone deeply invested in the integrity of email ecosystems, I believe it's crucial to expose these practices so others can recognize and avoid them. Understanding what constitutes black hat SEO is essential for maintaining a healthy online presence and ensuring your legitimate email efforts aren't undermined.
My goal here is to detail these specific unethical SEO practices, explain why they are harmful, and emphasize the importance of maintaining integrity in digital marketing. It's not just about avoiding penalties, but about building genuine, lasting credibility with your audience and search engines alike.
A primary concern I observed was their aggressive and unsolicited outreach for link exchanges. I received an email from an address clearly not their corporate domain, offering paid links to my blog. This kind of link scheme, whether through direct payment or reciprocal linking, violates Google's Webmaster Guidelines. Search engines prioritize natural, editorially-given links as indicators of authority.
The email itself was a clear example of B2B spamware, evidently mail-merged with a broken setup that failed to include the promised link to our blog post. Using throwaway gmail.com addresses for such outreach, while openly admitting to running an SEO campaign, signals a blatant disregard for email best practices and potentially legal compliance. It also affects sender reputation.
Unethical outreach email
Example of an unsolicited link-building email
Subject: Link Collaboration Offer
Hi [Recipient Name],
I hope this email finds you well. I am Aram from PowerDMARC and I am reaching out today with a link collaboration offer.
I recently came across your article here [Broken Link Placeholder]. It's a well-written and informative piece that is a valuable resource for your readers.
I have only one suggestion. Your audience will benefit more if you are linked to a great article about SPF record generator. It will complete your article giving it more value as it is.
In exchange, we'll be happy to offer a link from our blog. We are also ready to pay an editorial fee if needed.
If you have any questions or require some additional information, please do not hesitate to contact me.
Thanks for your time, and keep up the awesome work!
Aram
Outreach Specialist
www.powerdmarc.com
Beyond direct link payments, I observed offers to “helpfully” translate our content into other languages, coupled with notifications of broken links and an offer to replace them with their own content. This tactic, often referred to as broken link building, is typically legitimate when done ethically. However, when combined with paid links and unsolicited outreach from non-corporate domains, it points to a broader pattern of manipulative SEO practices. It aims to hijack existing link equity for their own benefit, rather than genuinely improving the user experience.
Content duplication and its consequences
Another alarming practice involved content duplication. I learned that in their early days, this company allegedly copied entire knowledge base content, including images, word-for-word. This is a severe black hat SEO tactic that search engines actively penalize.
Content duplication can lead to filters or even de-indexing of content. Search engines strive to provide unique, valuable content to their users. When duplicate content is found, it confuses search engine algorithms, making it difficult to determine which version is the original or most authoritative. This can significantly harm domain reputation and visibility.
It’s a clear example of prioritizing quick, illicit gains over investing in original content creation, which is a cornerstone of sustainable SEO.
Ethical content creation
Originality: Create unique, high-quality content that provides value to your audience.
Attribution: Properly cite sources and obtain permission when using external material.
Long-term value: Focus on building authority and trust over time.
Unethical content scraping
Duplication: Copying content word-for-word from other websites, including images.
Violation of copyright: Using copyrighted material without proper authorization.
Penalties: Risks search engine penalties, including de-indexing.
The broader implications for trust and compliance
The use of throwaway gmail.com addresses for outreach is not only unprofessional but also raises serious questions about email compliance. This specific behavior has been cited as a violation of regulations like CAN-SPAM, which requires clear identification of the sender and legitimate contact information.
When a company that provides DMARC services, which are fundamentally about email authentication and trust, engages in such practices, it creates a significant contradiction. Their actions undermine the very principles of email security they claim to champion. It also affects their domain reputation and could lead to their own emails being treated as spam or even getting their domains or IPs on a blocklist (or blacklist).
Long-term damage of unethical practices
Erosion of trust: Customers and partners lose faith in the company's integrity.
Search engine penalties: Decreased rankings and visibility due to algorithmic demotions.
Brand devaluation: A negative public perception that is difficult to reverse.
Legal ramifications: Potential for fines or legal action due to compliance violations.
These practices suggest a prioritization of short-term gains at the expense of long-term reputation and ethical conduct. For companies aiming for sustainable growth, adhering to ethical SEO and email deliverability practices is paramount. It ensures not only compliance but also builds a strong, trustworthy brand identity.
Maintaining integrity in email security and SEO
The case illustrates that even companies operating in the email security space can engage in practices that undermine the very trust they are meant to uphold. It's a critical reminder that vigilance is required, not just in technical configurations, but also in assessing the ethical compass of service providers.
For anyone involved in email marketing or deliverability, this situation underscores the importance of scrutinizing the methods used by your partners and competitors. Building a robust online presence through ethical means, like proper SPF, DKIM, and DMARC setup, and creating valuable content, will always yield more sustainable and positive results than any black hat shortcut.
Views from the trenches
Best practices
Prioritize creating high-quality, unique content that naturally attracts inbound links and genuine engagement.
Always adhere to ethical link-building strategies, focusing on relevancy and value rather than paid exchanges.
Ensure all outreach efforts comply with anti-spam regulations, clearly identifying your company and providing legitimate contact information.
Regularly monitor your domain and IP reputation to identify and address any potential issues early.
Invest in strong email authentication protocols like DMARC, SPF, and DKIM to build trust and protect your brand.
Common pitfalls
Engaging in paid link schemes or reciprocal link exchanges can lead to severe search engine penalties and de-indexing.
Copying content from other websites (content scraping) will damage your SEO and brand credibility.
Using generic or throwaway email addresses for outreach can trigger spam filters and violate privacy regulations.
Ignoring email authentication best practices increases the risk of your emails being marked as spam or blocked.
Focusing solely on short-term SEO gains without considering long-term brand reputation leads to unsustainable growth.
Expert tips
Implement a robust DMARC policy from day one to gain visibility into your email ecosystem and protect against abuse.
Use email deliverability testing to identify and fix issues before they impact your sending reputation.
Educate your marketing and SEO teams on ethical guidelines to prevent inadvertent black hat practices.
Regularly review your backlink profile to disavow any spammy or low-quality links pointing to your site.
Build relationships with industry peers for natural, editorial links rather than resorting to paid placements.
Expert view
Expert from Email Geeks says seeing a DMARC provider sending spam from a Gmail address for SEO link exchanges is very concerning and shows a lack of regard for best practices.
July 10, 2024 - Email Geeks
Marketer view
Marketer from Email Geeks says they also noticed that the company was violating CAN-SPAM regulations, which is a serious issue for an email security company.
July 11, 2024 - Email Geeks
A commitment to ethical practices
My experience highlights that not all companies, even those in critical sectors like email security, adhere to ethical SEO and email practices. The use of spammy outreach, paid links, and content duplication are not only ineffective long-term but also damaging to brand reputation and compliance.
For anyone committed to building a sustainable and trustworthy online presence, the path of ethical SEO and robust email deliverability is the only way forward. It might require more effort, but the long-term benefits of credibility, better search rankings, and a strong brand are invaluable.
gmail.com addresses for such outreach, while openly admitting to running an SEO campaign, signals a blatant disregard for email best practices and potentially legal compliance. It also affects sender reputation.
gmail.com addresses for outreach is not only unprofessional but also raises serious questions about email compliance. This specific behavior has been cited as a violation of regulations like CAN-SPAM, which requires clear identification of the sender and legitimate contact information.
