Best practices for your SEO campaigns must be followed at all times. This is generally referred to as “white hat” SEO. There are some SEO tactics that are frowned upon (by Google). These are often referred to as “black hat” tactics that can work for the short term but will end up causing you to drop in the search rankings or even getting your website banned by Google. 

Let’s compare and contrast the practices of white hat SEO and black hat SEO, as well as explain why you must avoid using black hat SEO. 

Understanding White Hat SEO

• Follow Ethical Guidelines

White hat SEO is SEO that adheres to Google’s Webmaster Policies. White hat search engine optimization (SEO) refers to tactics that make no attempt to manipulate the results produced by Google’s algorithm.

One thing that must be understood with Google’s website optimization guidelines is that they simply offer an “ethical” SEO method that pushes people to do things the right way.

• Emphasize the Importance of Humans

White hat search engine optimization entails making changes that benefit the (human) visitors. Improving the user experience is already a component of many SEO strategies.

When you consider that Google’s primary goal is to provide the most relevant results to its users, it is evident that this SEO technique is the “correct” one. Google also advocates the use of tactics that increase a website’s value and use, such as delivering high-quality content and ensuring that pages load quickly.

• Going for Long-Term

Providing a high-quality user experience while adhering to Google’s guidelines necessitates a significant time and effort investment. As such, it should take time to attain the desired results.

Long-term white hat SEO techniques involve Content Optimization, Technical SEO, and Link Building. This means that content that has been optimized for specific keywords should be included and distributed throughout a variety of different pages and subjects.

In addition to other factors, technical SEO considers page load time, site architecture, and image optimization. Meanwhile, Link Building can be done with things such as guest blogging, informational articles, directory listings and citations and other strategies.

Understanding Black Hat SEO

Black hat SEO does not adhere to ethical norms. The distinguishing characteristics of black hat strategies:

• Guidelines Violations

Black hat approaches are those that violate Google’s limitations and are frequently specifically prohibited.

• Search Engine Manipulation

Improving search engine rankings necessitates improvements to Google’s algorithm. One black hat SEO technique is to use to “fool” Google into believing a website provides more value than it actually does.

• Short-Term Victories

Using black hat SEO can help websites achieve high rankings with little to no effort by utilizing Google’s system.

Conclusion

If there’s one lesson we must get from SEO, it’s that “good things come to those who wait” (and work hard). Don’t be tempted to shortcut your way to success or work with a company that will do that. Remember, even if someone else does it, it is still your website that will suffer the consequences. Falling on the wrong path may risk your rankings instead of improving them alongside Google’s ever-evolving algorithm.

Champion Online Marketing is a team of SEO experts in Folsom. We can help reach your desired goals the right way.. Work with us today!