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White Hat SEO vs. Black Hat SEO

White Hat SEO (Search Engine Optimization) is a commonly used term to describe the tactics and strategy for your website that optimizes your site while conforming to the guidelines, rules and policies of the search engines.  Some of the guidelines for the search engines are:

  • Providing relevant keywords for short and long tail results
  • Updating content that maintains relevance to the website regularly
  • Analyzing search results (analytic reports) and taking corrective action when needed.
  • Providing relevant links to and from your website (link building)
  • Focusing on a human audience as opposed to focusing on the search engine results

White Hat SEO tactics and strategies maintain the integrity of your website and the Search Engine Result Pages (SERP’s).

On the other side of the coin is Black Hat SEO.  Black Hat SEO refers to the aggressive use of strategies and tactics that focus solely on the search engine and not the human audience.  Black Hat SEO does not conform to the search engine guidelines or the ethical tactics that are encouraged by the search engines.  Some of the tactics and strategies that Black Hat SEO utilizes are:

  • Keyword stuffing
  • Doorway and cloaked pages
  • Link farming
  • Hidden text

Using these techniques can cause your website to be temporarily or permanently banned from the search engine.  In the past, it has been more difficult for the search engines to identify the websites to take action against them.  However, in the past couple of years, Google and other search engines have made changes to their algorithms that are making these tactics easier to find.

Is there such a thing a Gray Hat SEO?  Yes.  As you can guess, the term refers to strategies and tactics that lie somewhere between white and black.  For example, the site owner or search engine optimizer may choose to use a higher density of keywords than required, but not be excessive.  This certainly provides a greater risk but ensures limited disobedience so as to not fall into black hat tactics.  Websites that are involved in gray hat tactics may face some penalties, but are not typically banned.

Sharp Web Tools uses only White Hat SEO.  This takes a little longer, but the long term results are worth the wait!





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