When it comes to search engine optimization, SEO techniques are usually broken down into two camps – the black hat and white hat. While some SEOs would probably paint these as two separate schools of techniques, they really are not that much different. In this article, we’ll get into the main differences between black hat and white hat SEO, and some whitehat SEO examples, and the techniques involved in each. The purpose of this article is to educate you on the important concepts involved in online marketing to make sure that you understand how your competitors are getting higher rankings and what you can do to improve your own rankings as well.
As the name implies, black hat search engine optimization is primarily used by marketers who want to get higher rankings for their sites, but at the expense of others’ visibility in the search results. This kind of marketing strategy relies more on unethical practices such as spamdexing and keyword stuffing. These techniques usually don’t get too far with any SEO efforts, and even when they do, the results are short lived and unreliable. Black hat marketers usually rely on dishonest tactics to get ahead, and are not interested in building any relationship or trust with their clients. They would rather sell their services for money than actually improve the visibility of their websites.
White hat SEO strategies, on the other hand, are designed to make websites more accessible to their target audiences, and they often have real benefits for ranking. These tactics are less common, but they do have some merit. They rely more on standard SEO practices, but they also make use of natural SEO techniques such as backlinking and keyword density.
SEO strategies based on white hat methods actually have rules or guidelines laid out and defined by search engines. These guidelines are made for the general benefit of users, and any deviation from these guidelines can get a website banned entirely. Most SEO services employ some form of white hat strategies, though some also employ black hat methods. Both of these strategies have negative consequences for websites, so it is important that you take the time to understand the difference and choose only those services which adhere to the original guidelines.
Some SEO firms focus extensively on black hat strategies in order to achieve high rankings. The primary goal of these tactics is to beat the algorithms established by Google, who generally approve websites by getting a good amount of internal SEO work done. As these tactics are risky, it is much easier for a company to just hire another firm to increase its rankings using unethical tactics. These companies tend to have their own unique set of strategies that include spamming pages and artificially generating traffic through link farms. The resulting effect is that there are far fewer rankings for websites using such tactics, making it far more difficult to achieve top rankings using purely white hat techniques.
On-page SEO strategy is another important aspect of an SEO campaign, which cannot be ignored. It is imperative that you understand what makes your website SEO-friendly and ensure that you are not penalizing visitors who arrive at your site without having first taken the necessary steps to rank well. For instance, you might find that a website ranks high for some keywords, but when the user types in one of these keywords, he does not find the targeted information because the page was not optimized for it. A negative SEO strategy means that a website should rank well for all relevant keywords, so make sure to conduct proper research and conduct on-page optimization strategies in line with your website’s requirements.
Meta descriptions also affect rankings. Meta descriptions are basically a synopsis of the content in a web page. If the meta description contains the keyword that is used as an anchor text in Google’s ranking algorithms, then the page will most likely be approved for optimal ranking. A lot of SEO services forget to do this, and therefore, end up with websites that have poor descriptions that do not improve rankings.
White Hat SEO methods will result in you getting approved for the best rankings at the most affordable prices. These are considered to be the safest methods of SEO. This method involves using “white hat” search engine optimization techniques. “White hat” SEO methods will usually improve your SERPs considerably, because it will not put any strain on your or Google’s algorithms. Most “black hat” SEO strategies will force pages upon pages with excessive amount of HTML code. Googlebot can’t understand HTML code, so it will not affect your rankings.