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Like any other industry, search engine optimization (SEO) has a code of ethical and unethical practices, including some grey areas. White hat SEO refers to SEO strategies conforming to Google’s Webmaster guidelines, while black hat SEO refers to SEO efforts that violate Google-approved strategies.

Some experts in the SEO field mention grey hat SEO techniques, which are ethically questionable SEO tactics, even if they are not overtly infringing Google’s guidelines. But, for clarity, in this article, we will focus only on the first two types of SEO techniques.

Understanding the Basic Principles of White Hat and Black Hat SEO

Although there are many differences between white hat SEO techniques and black hat SEO techniques, the basic principles between the two techniques are very clear and straightforward.

  • White hat SEO involves SEO methods that aim to increase search engine rankings by publishing high-quality content aimed at human users while complying with search engine terms.
  • Black hat SEO tactics aim to position a site high in the search engine results pages but break search engine rules by manipulating Google’s algorithm.

Although both SEO methods aim to improve rankings, white hat SEO focuses on target keywords and relevant content for a long-term strategy. In contrast, black hat SEO violates search engine guidelines, doesn’t focus on a human audience, and looks for a “quick-results” approach.

Identifying the Techniques and Strategies Used in Each Approach

Although there are several elements that characterize these two SEO methods, below is a list of some of the most common white hat techniques and black hat techniques.

White hat SEO aims at higher search rankings through:

  • Link building
  • Relevant keywords and meta tags
  • Quality content
  • HTML code compliant with search engines’ guidelines

Black hat SEO relies on:

  • Keyword stuffing
  • Doorway pages
  • Manipulating search engine spiders and search engine crawlers
  • Using link schemes
  • Link farming

Site owners considering the best technique to deploy for their SEO campaign should consider the potential long-term consequences of both methods.

The Potential Consequences of Using Black Hat SEO

Black hat methods manipulate the search engine algorithm and violate the Webmaster guidelines. Even if they can temporarily rank high on a search results page, in the long term, practicing black hat SEO will catch the attention of the search engines’ algorithms and get your site banned.

The Benefits of Using White Hat SEO

Because search engines determine how good the user experience is on a web page, white hat SEO methods are the most effective SEO strategies as they aim to provide quality content and give value to the users.

Even though it requires effort to perform keyword research on relevant keywords and create excellent content, Google and other search engines will reward your efforts by improving your website’s online rankings.

Best Practices for Implementing a White Hat SEO Strategy

White hat methods keep a site’s visitor experience at the fore and thus focus on targeted keywords to include in the content while ensuring that the website is responsive and easy to use and understand.

At Golden Tide Consulting, we are experts in white hat strategies, and we follow Google’s guidelines in every aspect of a digital marketing campaign to guarantee excellent results in the long term.

Contact our team of experts today to get the results you are looking for!