The Difference Between White Hat and Black Hat SEO

When it comes to creating a search engine optimisation campaign, not all strategies are created equal. By now, you may have heard the common buzzwords in the SEO industry referred to as either black hat or white hat SEO.

Black Hat SEO

Black hat SEO is a category of unethical and manipulative search engine optimisation. In fact, it is black hat SEO that has given SEO a bad name in Internet marketing. Black hat SEO involves tactics like keyword stuffing, which is including an excess amount of keywords within a single page of web content for the purpose of attracting the search engines. Unfortunately, this tactic is ineffective because the content becomes illegible to the website visitor, and in many cases, keyword stuffing will also cause a website to be penalised by Google.

Another black hat SEO tactic is spamming through the meta-tags on a website. Search engines are constantly on the lookout for meta-tags stuffed full of popularly searched keywords that may not relate to the actual content of the website. Again, this tactic will cause a website to be penalised by the search engines.

Other black hat SEO tactics like link farming and buying links are widely discouraged in search engine optimisation circles. In the earlier days of search engine optimisation, many website owners relied upon purchasing links from other websites in the hopes of improving their search engine rankings.

While this did work for several years, Google has now caught on to the fact that specific websites will sell links to other websites. If you were to purchase a link from another website, it is likely that Google would find out and either count the link as No Follow or penalise your website as a result.

 

White Hat SEO

White hat SEO encompasses the ethical side of search engine optimisation. SEO does have a time and place, and when used correctly, it has the ability to dramatically improve a website’s visibility and search engine rankings to increase sales.

When using white hat SEO, keyword research comes into play. A website owner should research keywords that customers are searching for to reach their website. They can then include these keywords naturally within the pages, meta-tags, and descriptions of their website to improve their visibility in the search engines.

They can also publish high-quality content online linking their keywords back to their website to naturally increase their back links and improve their search engine rankings.

Additionally, white hat SEO tactics involve building the authority and presence of a website to naturally increase back links to the website to improve search engine rankings. Instead of swapping or purchasing links unethically, a website using white hat SEO would publish high-quality content, guest blog, reach out to customers through social media, and circulate information to gain trustworthy links back to their website.

As you can see, white hat and black hat SEO are two distinctly different approaches to search engine optimisation. While an online business owner may want to do anything within his power to improve his search engine rankings, it never pays to use unethical tactics to increase website visibility.

Even if you were to see success for a short time using black hat SEO methods, it is likely that Google would find out and permanently penalise your website so that all of your hard work would be lost.

The main difference between white hat and black hat SEO tactics is that black hat SEO focuses mainly upon tricking the search engines. A visitor to a website using white hat SEO tactics will be able to see a serious difference in the quality, navigation, and appeal of the website in general. While a website using white hat SEO tactics will optimise the website with keywords to appeal to the search engines, it will also focus on how it can cater to and attract the customer by providing valuable and high-quality information at no cost.

In short, remember that black hat SEO tactics leave you at risk for getting your website permanently banned, while white hat SEO tactics have the potential to improve your search engine rankings for the long-term.

For the professional help that you are looking for in creating a modern search engine optimisation strategy, please contact Bullseye Media today!