The most important thing for a business on the internet is visibility. How do you make your business visible on the internet? You take advantage of SEO techniques and engage in high quality link building action. However, things are not as straightforward in the world of marketing as they might seem on the surface. When you are ready to use search engine optimization to increase your website’s visibility on the internet, you first have to ensure that you only take advantage of the white hat techniques. The SEO techniques you want to avoid at any cost are called black hat SEO techniques.
What Are Black and White Hat SEO Techniques?
Black and white hat SEO techniques are the good and the evil of online marketing. Search engine optimization is the use of various techniques and tactics to make your website more visible on search engines. Making a website more searchable and visible on the search engine means to have it appear on the first search result pages. Optimizing the content of your website, building quality links, improving your alt tags, website URLs, etc. are some ways to bring your website up in the search engine rankings. However, there ways some shady ways of doing the same. These techniques are called shady techniques.
When you use black hat SEO techniques, you are deceiving the search engine to make it rank your website high. There are many ways to do that. An example of black hat SEO would be to stuff the content on your website with the keyword i.e. using the keyword unnecessarily and without context. Another way to deceive the search engine would be to put white text on white background. Sometimes, the content on the web page is absolutely not related to the keyword it is ranking for. The marketers would put some content on the web page, wait for it to get ranked and once that’s done, they will swap the content.
Why People Go with Black Hat SEO?
So, what is the motive for people to go with black hat SEO techniques? The most appropriate reason that can be given is impatience. They don’t want to wait for a long time before their website rises high in the rankings on search engine result pages. They want to gain the high ranking as quickly as possible. This is the biggest reason why so many businesses around the world use black hat SEO. When you take advantage of the white hat SEO, you have to wait for some time before you can see some visible results. It won’t be wrong to say that sometimes it can take up to six months before any results are visible.
It is a natural process. White hat SEO has to take its time. The SEO professionals are building quality links on high quality websites. They are creating content that’s not just a string of keywords sentence after sentence. They are constantly putting up high quality content that contains the keywords but also offers value to the readers. They are optimizing the page titles, alt tags, website content, H1 and H2 headings, etc. to have the page ranked by the search engine. It is like constructing a building gradually. The more you pay attention to the details, the more time it will take for the building to be constructed. However, the final product is strong, solid, durable, and built to last.
What’s Wrong with Black Hat SEO?
As stated earlier, when you construct a building while paying attention to the details, the result is a durable structure. Black hat SEO is like constructing a building overnight. You do have a complete structure but this one is not built to last. A strong gust of wind or the first earthquake might cause the building to collapse. In the case of SEO, it is the search engine that proves to be the earthquake. When it discovers that you are using black hat SEO, it takes notice of that and punishes you for illegal activities. It index your website out so it does not rank anywhere in the search result pages. You can’t attain a higher rank for your website unless you get rid of everything wrong with your SEO.
How Is White Hat SEO and Link Building Done?
The simplest answer to how to do white hat SEO is quality. Pay attention to quality rather than quantity and you are done. For example, rather than having too many backlinks pointing to your website, you should have a few high quality links pointing back at your website. A high quality link is one that comes from a high quality website and a relevant page to your web page. If the web page where your backlink exists is about laptops but the backlink from this page directs to your web page about confectionary, it will be considered a low quality backlink. You can have as many of these backlinks as you want but the search engine will only rank you down for them.
With white hat SEO and link building, you will have a relevant page sending a backlink to your website. If a page about batteries points to your web page about smartphones, it makes full sense. As for SEO, your website’s page URLs should be optimized as well. They should contain keywords that are relevant to the content on the page. Your images must have captions and alt tags attached to them. Search engines crawlers cannot detect your images or their content. You have to tell them what the content of the image is through these tags. Similarly, there are many other ways to optimize your web pages to rank high in search results.
When you hire a marketing company to do white hat SEO for you, the first thing you have to do is be patient. You can’t expect your website to come from 10th page to the first in one night. If that happens, there has to be something wrong with what the marketing company is doing. You have to keep in mind that if your website comes to the top within hours or days due to black hat SEO techniques, it will go down in minutes never to appear in the search results ever again.