Since the advent of the SEO, strategies have been grouped into two major categories: White-hat vs Black-hat SEO. As such, marketers, especially the amateur ones, are subject to the decision of which to choose. But we need to know the difference between white hat SEO and black hat SEO.
Each SEO strategy tends to have its own set of merits & demerits. Unfortunately, most of the business owners out there choose the respective SEOs based on what they hear –even when it might not be applicable in their business niche. There are actual points of tactical & strategic differences.
It Isn’t About Ethics
The difference between White Hat SEO & Black Hat SEO is not all about ethics. While there are indeed certain ethical implications with respect to cheating the overall system & harming the search quality, this post is intended to be offering an honest view of the real choices that you might have to face while choosing a particular SEO path. For many companies, their choice will make or break their SEO.
Black Hat SEO
Marketers who are involved with Black Hat SEO tactics are usually outrunning the laws of the Internet as most of them rely on rule-breaking strategies towards earning higher rankings. Some of the black hat SEO strategies include the following:
- Unrelated Keywords: Including keywords that have no possible connection your niche or content turns out to be a red flag for the search engines as it appears immensely unnatural on the Internet.
- Content Automation: It is quite recognizable to come across a bot comment instantly. Although automated texts might contain only one or two keywords that might help the give URL rank higher, it happens to be generated randomly and would make absolutely no sense to the reader.
- Doorway Pages: These turn out to be generally fake pages that tend to be overloaded with keywords that make it easier for the users to search for such pages. However, once these pages are clicked, they redirect the visitors automatically to some separate page and therefore, serve meaningless.
- Cloaking: This is yet another Black Hat SEO deceptive strategy that involves presenting the search engines & the users with a completely different content. The main aim of this technique is to deceive the search engines such that they display a URL when otherwise, it would not be displayed.
White Hat SEO
The most successful and leading brands out there opt for White Hat SEO techniques in their search efforts. This is because the White hat SEO strategy focuses on making your site even more visible through organic link building and posting quality content. Here are some of the topmost White Hat SEO strategies:
- High-Quality Content: Creating high-quality, valuable content for the end users happens to be both link-worthy & sharing-worthy. The content must be original and relevant to the particular niche of your business.
- Effective Usage of the Right Keywords: Although it is recommended to stay away from keyword stuffing, the right usage of keywords does hold immense value. The site must be focused on the correct usage of the right keywords that brings traffic to your site naturally. You can look out for the most effective keywords by researching keyword terms or phrases that best suit your content or service requirements.
- Relevant Backlinks: Google likes seeing links leading back to the respective sites as it turns out to be a reliable vote of confidence. If other sites are linking to you, it implies that you have high-quality content. Therefore, you can reap the reward with better search rankings. You must also keep in mind that there are good links as well as bad links. Therefore, you must make sure that the off-site links are quite relevant and come up with high-quality content.
- Internal Linking: Linking to the content on your site can serve to be a great way of boosting the overall performance of your site. It is a good indicator that your site has immense value as long as you do not go ahead with over-stuffing the internal links on your site.
- Meta Description: The meta description for your site is referred to as the first few sentences that appear in the search results under the page title. The best meta descriptions are usually written for the end users –and not for the search engines. You must note that the meta descriptions for your site are not over-stuffed with keywords.