If you’re new to the digital SEO or content space, for example, with a new e-commerce store, blog, or some other type of website, this article is for you. In a bid to attract quick and easy traffic, website or content owners resolve to use underhanded tactics on Google and other search engines. Such include keyword stuffing, spamming, and crowding with irrelevant backlinks. Don’t fall for that trap!
Google has nearly written the playbook on how to search, index, and deliver content across the web. Google has certain criteria that users need to meet for their content to get a Google pass and be promoted on its Search Engine Results Pages (SERPs). These can be summarized as Expertise, Authority, and Trust.
In this article, we’re going to explore a pair of SEO tactics referred to as White Hat versus Black Hat SEO. We’ll see why you must learn these as a website or digital content owner, plus how to get your content ranked on search engines with all standards met.
White Hat Versus Black Hat SEO
“White Hat” and “Black Hat” are simply references to practices that are either ethical or unethical, in that order. White Hat SEO looks to create a good or even fantastic user experience and build trust with the search engine. For example, let’s say you own a website such as “UK essay writing service“. You would need to publish high-quality content, have an active user forum, and get enough social proof for Google to direct organic traffic your way.
Black Hat SEO, in contrast, is manipulative, aiming to trick search engine bots and crawlers into directing traffic its way. These short-lived and manipulative tactics are only focused on the search engine and not the human experience. Black hat tactics don’t evolve with the dynamic pace of the search engine world, meaning these tactics are archaic and could harm your business.
Characteristics of White Hat SEO
White hat tactics are pegged on building a relationship with the search engine, especially Google. User experience is also at the heart of white-hat SEO.
Let’s explore some characteristics of White Hat SEO:
- It focuses on User Experience. When someone Googles a search item, for example, “Best Custom Rims Shop in LA” they want a set of results that can satisfy that particular search intent. If somehow the user clicks on a search item that redirects them to a gaming website or something else apart from a rims shop, the result is flawed.
- It complies with guidelines. Google has a set of published guidelines and service terms that need adherence to avoid penalties and maintain good standing. One of these guidelines is to ensure that Google’s crawlers can easily find and index relevant content on your website related to the search.
- It builds links organically. White hat SEO attracts relevant links by providing useful and relevant content first. Websites like Moz, Ahrefs, and NeilPatel.com attract thousands of backlinks, not because they have mastered SEO, but because they provide useful content.
- It earns backlinks naturally through valuable content and outreach instead of buying or manipulating them.
- Has low risk. Due to adherence to transparency and ethics, white hat SEO has low or zero risk of being flagged.
So, what are some ways of achieving white hat SEO?
Content first: If your content doesn’t solve the user’s problems it has already failed the test. Also, if the content tries to solve the user’s problems but isn’t high-quality, it will end up in the realm of mediocre SEO. Great content done consistently and over time will result in a Google EAT pass.
Judicious keyword usage: Keyword usage has often been abused by black-hat SEO tacticians. However, it still forms a primary basis of how Google retrieves and indexes web pages. Solving a user problem begins with identifying their search intent. Search intent starts from a keyword, which is the problem you’re trying to solve and rank for. Smart keyword usage across your titles, content, and metatags will point crawlers in the right direction.
Great user experience: This is often related to technical SEO aspects, for example, page responsiveness and fast loading times. It is also related to how pages, content, and links are structured on your website, making it easy for Google bots to crawl and index your website.
Optimize on-page content: Your content should have the right structure, with clear and concise titles, meta descriptions, and tags. Images should be clearly described for alt text and optimized for size. All keywords should flow naturally and keyword stuffing should be avoided. Backlinks should be to relevant and high-domain authority sites.
Optimize physical businesses for local search: If you have an actual office, collection point, or physical store, optimize your business for local search. Use Google Business Profile and link to your contacts, support lines, website, and social media profiles.
If you’re looking to improve your website’s SEO, focusing on white hat techniques is the best approach for long-term success. It builds trust with search engines and users and ensures your website stays relevant even as algorithms evolve.
Characteristics of Black Hat SEO
Black hat SEO tactics will simply be the inverse of the white hat tactics mentioned. Guidelines are often violated since the intention is to exploit loopholes in the algorithm. These include manipulation of search engines, for example, by keyword stuffing. That means content is often low quality and doesn’t satisfy search intent. One popular method is to spin articles.
Other black-hat tactics include paying for backlinks, participating in link-building schemes, or even creating private blog networks. While these tactics may lead to short-term gains and temporary ranking boosts, they may lead to flags from Google, leading to penalties and suspension.
Wrapping Up
As a website or digital content owner or business, you need to get the steps of approval from Google and other search engines. The White Hat SEO tactics that we’ve discussed are designed to get you ahead, attracting relevant and high-quality traffic. On Google’s part, you will pass the Expertise, Authority, and Trust (EAT) test, cementing yourself as a provider of relevant and relevant content.
Black Hat SEO tactics carry many risks, chief amongst them being flagged and penalized by Google. In contrast, White Hat is a long-term strategy that is bound to greatly benefit your website and make you a trusted authority on the internet. Use white hat SEO to is maximum benefits.
