Polyglot • Admin at SEO Barcelona • SEO lecturer • Book author: “SXO: Optimización de la experiencia de búsqueda con SEO y UX” … and proud cat mom of Cooper! @sarafdez /in/internationalseo sara-fernandez.com
2022 European Commission report revealed that 97% of the most popular websites and apps used by European consumers employ at least one deceptive practice. 1.6B people affected With nearly 2 billion people shopping online regularly, the scale of manipulation through dark patterns affects every internet user worldwide. 47% of consumers loss Research from Xigen found that 47% of consumers would avoid interacting with a brand after experiencing unsubscription difficulties caused by dark patterns. by sara-fernandez.com at #seocharity
of scarcity or time pressure to prompt immediate user action. • Examples: "Only 3 items left!" or "Offer ends in 1 hour!" when these claims are untrue. • Psychological basis: Leverages the scarcity principle, where perceived rarity increases an item's value. • Consequences: Damages user trust when the deception is uncovered. • Ethical consideration: Transparency and honesty are vital for building long-term customer relationships.
to pressure users into taking a desired action • Examples: No, thanks, I don’t care about my health" (when declining a wellness subscription) or "No, thanks, I prefer to travel unprotected". • Psychological basis: Manipulates emotions to create discomfort, making users more likely to comply. • Consequences: Creates a negative user experience. Can damage brand trust and credibility. • Ethical consideration: Respect user autonomy—honest, pressure-free choices build long-term customer relationships.
Adding extra items to the cart without user consent or revealing unexpected charges at checkout. • Examples: Auto-adding insurance, donations, or services to a purchase. Hidden fees (shipping, taxes, service charges) appearing only at checkout. • Psychological basis: Users are less likely to abandon a purchase after investing time in the process. • Consequences: Frustrates customers and reduces trust. Can lead to abandoned carts and negative brand perception. • Ethical consideration: Transparency is key—clearly disclose all costs upfront to build long-term customer loyalty.
user decisions, often leading to unintended purchases. • Examples: Travel insurance or extra services pre-checked during checkout. Automatic enrollment in recurring subscriptions or donations. • Psychological basis: Users tend to go with default options, assuming they are necessary or recommended. • Consequences: Leads to unintentional purchases and extra costs. Can cause frustration and decrease trust in the brand. • Ethical consideration: Allow users to make informed choices—default settings should never trick them into spending more.
allowing them to proceed with their intended task. • Examples: Requiring users to download an unrelated app to access a service, or forcing a paid upgrade to continue using a previously available feature. • Psychological basis: Exploits user commitment—once they’ve invested time, they’re more likely to comply rather than abandon the process. • Consequences: Creates frustration and damages trust, and can lead to penalties or legal action if deemed deceptive. • Ethical consideration: Users should have control over their choices—eliminating unnecessary barriers fosters transparency and trust. by sara-fernandez.com at #seocharity
up but intentionally difficult to cancel a subscription. • Examples: Complex cancellation forms with multiple steps. No visible or easily accessible "Cancel Subscription" button. • Psychological basis: Relies on user frustration and effort fatigue—many people give up before completing cancellation. • Consequences: Leads to customer frustration and complaints. Can damage brand reputation and even result in legal action. • Ethical consideration: Cancellation should be as easy as signup—honest practices build trust and customer loyalty. by sara-fernandez.com at #seocharity Roach motel
or obscuring others, making decision-making harder. • Examples: Hiding or making the “Close” button on a pop-up difficult to find. Using small fonts or faded colors for important options (e.g., opting out of a service). • Psychological basis: Users are more likely to choose the most visually prominent option, even if it’s not in their best interest. • Consequences: Leads to frustration and poor user experience. Can erode trust if users feel deceived. • Ethical consideration: Design should guide—not manipulate. Transparency and clarity improve user trust and satisfaction. by sara-fernandez.com at #seocharity Interface interference
posts) to trick users into clicking on them. • Examples: Sponsored content disguised as news or organic posts, or "Download" buttons that are actually ads leading to unrelated sites. • Psychological basis: Users trust native-looking content and may not realize they’re interacting with an ad. • Consequences: Damages user trust and credibility. Leads to frustration and a negative brand perception. • Ethical consideration: Ads should be clearly labeled—honest marketing fosters transparency and user confidence. by sara-fernandez.com at #seocharity Disguised ads
essential details to influence purchasing decisions. • Examples: Hiding product specifications or pricing breakdowns, or removing side-by-side comparison features. • Psychological basis: Users are more likely to choose a default or higher-priced option when they lack comparison tools. • Consequences: Leads to poor purchasing decisions and frustration. Damages long-term trust and brand reputation. • Ethical consideration: Transparency empowers users. Providing clear, comparable information builds loyalty and credibility. by sara-fernandez.com at #seocharity Comparison prevention
unintended actions. • Examples: Double negatives: “Don’t opt out of receiving no emails” (causing confusion), or vague wording: “Click here for a special offer” (without clarifying terms). • Psychological basis: Users may misinterpret the wording and make choices they did not intend due to confusion. • Consequences: Leads to frustration and accidental actions. Erodes trust and can result in complaints. • Ethical consideration: Clarity is key. Use direct, transparent language to ensure users fully understand their choices. by sara-fernandez.com at #seocharity Trick wording
credible than it actually is. • Examples: Displaying fake reviews or testimonials. Showing false activity messages (e.g., “John just bought this item!” when untrue). • Psychological basis: People trust social validation—seeing others endorse a product makes them more likely to buy it. • Consequences: Erodes trust when users discover the deception. Can lead to brand reputation damage and potential legal issues. • Ethical consideration: Honesty builds loyalty. Genuine reviews and transparency foster real customer trust and credibility. Fake social proof by sara-fernandez.com at #seocharity
replace it with something different or less favorable. • Examples: Clicking a “Download” button but getting redirected to a signup page instead. Advertising a product at a discount, but at checkout, the price is higher. • Psychological basis: Users commit to an action based on an expectation, making them more likely to continue even after the switch. • Consequences: Causes frustration and distrust among users. Can lead to abandoned actions and negative brand perception. • Ethical consideration: Deliver what you promise. Buttons and offers should always lead to the expected action. Bait and switch by sara-fernandez.com at #seocharity
often through deceptive registration options. • Examples: “Sign up with Facebook” automatically granting excessive data access. Hidden terms allowing companies to sell user data to third parties. • Psychological basis: Users choose convenience over privacy, often ignoring the fine print in quick sign-up processes. • Consequences: Loss of user trust when they discover their data is misused. Potential legal and regulatory issues for companies engaging in this practice. • Ethical consideration: Respect user privacy. Be transparent about what data is collected and how it’s used—give users full control over their information. by sara-fernandez.com at #seocharity Privacy Zuckering
its official guidelines. The Google Search Essentials (formerly Webmaster Guidelines) emphasize: • “Make pages for users, not search engines.” • “Do not mislead users.” • “Avoid deceptive functionality.” Sites that trick users into thinking they can access content or services—when they actually can’t—violate Google’s spam policies. by sara-fernandez.com at #seocharity Google says: “don’t deceive your users.” https://www.searchenginejournal.com/6-tips-for-creating-the-best-seo-friendly-content/314813/
for users—it’s bad for SEO too. Websites using dark patterns can face: • Search ranking penalties. • Chrome warnings (Safe Browsing). • Lower user trust and engagement. Avoid deceptive design practices to stay compliant with Google and provide a better user experience. by sara-fernandez.com at #seocharity Dark patterns aren’t just a UX problem… They can get you penalized
Known as the "Top Heavy" penalty, this update targeted sites with excessive ads above the fold that pushed down actual content. The goal was to reward pages where users see useful content first, not a wall of advertisements or popups. Intrusive Interstitials Penalty (2017) This update specifically penalized sites using aggressive pop-ups, standalone interstitials and deceptive layouts that made content difficult to access, especially on mobile. Sites with these elements saw significant ranking drops. "Fred" Core Update (2017) This major update targeted sites that prioritized aggressive monetization over UX, including those with misleading affiliate links and ad-heavy layouts. Some affected sites lost 50-90% of their organic traffic overnight. Better Ads Standard Enforcement (2018) Google Chrome began blocking ads that violated the Coalition for Better Ads standards, including pop-ups, auto-playing videos with sound, and large sticky ads. Major sites like Forbes had to redesign their user experience to avoid being blocked. by sara-fernandez.com at #seocharity
must adopt transparent and honest practices to build user trust and avoid penalties. However, business goals sometimes push companies toward questionable tactics… So, what guiding principles help us ensure ethical design while achieving success? by sara-fernandez.com at #seocharity
#seocharity 1 Transparency. Be upfront about terms, conditions, and costs. Clearly communicate any fees or hidden charges to ensure users make informed decisions. 2 Authenticity. Publish real reviews, honest product descriptions and truthful pricing. Ensure customers can trust your information without exaggerations or misleading claims. 3 Accessibility. Ensure all users, including those with disabilities, can navigate your site. Follow WCAG guidelines and make content clear and easy to understand for all users. 4 Respect for privacy. Get explicit consent before collecting user data. Be transparent about data usage and give users control over their personal information.
#seocharity 8 Integrity in decision-making. Have the courage to push back against unethical practices. A strong work ethic means advocating for users, even when business pressure says otherwise. Saying "no" to deceptive tactics is saying "yes" to long-term trust and success. 6 Balance business goals with ethics. Growth shouldn’t come at the expense of user trust. Ensure that business objectives align with ethical practices that prioritize the user’s best interests. 7 Continuous improvement. Stay updated with UX best practices. Continuously improve your website based on user feedback and industry standards. 5 No manipulation. Avoid deceptive tactics like hidden fees, fake urgency or forced subscriptions. Provide a clear, honest user experience without psychological tricks.
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