SEO (Search Engine Optimization) is a digital marketing strategy that helps any website or content to rank higher in search engines such as Google, Yahoo, Bing, etc. As we all know, the basic difference between SEO and paid advertising is that SEO involves organic techniques to rank higher on SERPs, but what people don't know is that there are two types of SEO strategies present in the market.
Before learning what is SEO and Importance Of SEO For Your Business, it is essential to understand the main difference between the two SEO strategies i.e. White Hat SEO and Black Hat SEO.
What is the Black Hat SEO strategy?
Black hat SEO refers to a set of practices and techniques used to increase the rank of a website or page in search engines through means that violate the terms of service or search engine rules. When it comes to SEO, looking for quick wins and wins is often referred to as “black hat SEO”.
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There are many sneaky techniques that fall under the black hat SEO strategy such as content repetition, keyword stuffing, and link scraping to rank quickly. Let's take a closer look at these black hat SEO techniques:
Duplicate content
When a business tries to rank for a certain keyword, they may try to duplicate or copy the same content in their copy over and over again. Google penalizes sites that do such a thing.
Invisible Text
Previously, what people used to do was add tons of keywords at the bottom of the website text and make it the same color as the background. Today, using this strategy can get you blacklisted very quickly.
Cloaking and Redirecting
Buying a bunch of keyword-rich domains and directing all the traffic to one site is the wrong way to cloak and redirect.
Posting Irrelevant Content
Posting poor-quality content that does not provide any value to customers reflects negatively on your business. Years ago, copying content and data from other websites was not detected by search engines, helping websites to rank higher without any penalty. But today, due to strict search engine algorithms and policies, sites with copied content are instantly ranked down.
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The results of black hat SEO can get your site banned from search engines and out of order as punishment for using unethical methods.
What is a White Hat SEO strategy?
White Hat SEO refers to the use of SEO optimization tactics and strategies that are more targeted to the human audience exposed to the search engine and absolutely follow the search engine rules and procedures. In addition to maintaining the integrity of the website, it also improves the company's search performance on the SERPs. Along with these there is also another seo category named Gray Hat SEO which is a mixture of these both Black and White SEO.
To give you a more concrete idea of what it means, here are some white hat SEO techniques:
Quality, Relevant Content
Content written for the benefit of users and not search engines is the most critical element of modern SEO. Always remember that the quality of your website content is the best way to get a higher search engine ranking.
Keyword-Rich Page Title and Metadata
Today, web pages with keyword-rich content, titles, and metadata have become a necessity. It is often overlooked by companies, but optimization in this area can lead to fruitful results.
Standard Inbound Links
Getting authoritative inbound links takes a lot of time and dedication, but it has a huge impact on your ranking in the SERPs. It also helps increase overall site traffic.
Proper Website Code
Lightweight code and semantically structured markup consisting of keyword-rich header elements on your pages help search engines like Google find what they are looking for when crawling your site.
Companies that use White Hat SEO expect to make a long-term investment in their website, as the results are sustained for a long time.
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Conclusion
SEO strategy can either bring you successful results or be a barrier to your success, therefore choosing the right strategy is extremely critical. As you discover ways to optimize your site, you may come across the black hat vs white hat SEO debate often.
Remember to always go for a white hat SEO strategy without any hesitation as it adheres to all search engine guidelines and keeps you away from being penalized and banned.
Also, the white hat SEO strategy creates a positive impact on search engines and focuses on the human audience. Although investing in a white hat strategy takes a bit of time, your business will be much more successful in the long run, without having to worry about algorithm updates or potential penalties.
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