The Hats of SEO: Black Hat vs White Hat SEO

The Hats of SEO- Black Hat vs White Hat SEO

What Is White Hat SEO?

  • Focuses on the audience: Google wants you to not only answer user intent, but to also offer your visitors high-quality and informative content. Needless to say, that is impossible if you are only focused on rankings and creating content for search engines. So, a user-centric approach is crucial for white hat SEO.
  • Has a long-term approach: It is already clear, but we’ll say it again: white hat SEO is all about quality over quantity. While it may take you longer to achieve certain results, if your content is valuable and follows Google’s guidelines, it can generate results for years.

What Are White Hat SEO Techniques?

  1. Conduct keyword research: What better way to understand your target audience’s search intent than by conducting keyword research? Check out our guide on keyword research to learn everything you need to know.
  2. Focus on mobile-friendliness: According to Google, accessing content easily from any device is a must, as “pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as high”.
  3. Prioritize user experience: Naturally, you will want to avoid a high bounce rate. User experience plays a huge role in how users interact with a website, so make sure you check out Google’s basics of UX to offer your visitors a top-notch user experience.
  4. Build quality links: Links from authoritative sources are a great way to be positioned as a trustworthy source. Producing quality content that adheres to Google’s rules will be followed by quality backlinks, as your content will be recognized by other thought leaders in your niche.

What Is Black Hat SEO?

  • Uses manipulative methods: From keyword stuffing to invisible text or manipulative links, black hat SEO is all about deceiving Google and making it think that a page is trustworthy and valuable.
  • Ignores Google’s guidelines: Black hat SEO goes completely against everything that Google’s guidelines support. So, it’s no surprise that when Google notices the use of such unethical methods, a loss of traffic will occur.

What Are Black Hat SEO Techniques?

  1. Keyword stuffing: If you’ve been reading our articles for some time, you already know that keyword stuffing is a big no. This outdated strategy doesn’t work on search engines anymore but is still present when it comes to black hat SEO. Keyword stuffing is all about repeating your primary keywords excessively and without making any sense.
  2. Hidden text: This type of text is colored the same way as the background so that it is hidden from users. A common black hat SEO technique that is used to stuff keywords or to “add” extra text as search engines prefer longer content.
  3. Manipulative links / Link schemes: A common black hat SEO technique, manipulative links are added to content just to rank higher in search engines despite not adding any value to the content. From blog comments or forum spams to hidden links and automated link building, black hat SEOs use lots of techniques to get backlinks. However, as Google has emphasized, quality links can be gained just by creating relevant and unique content that will gain popularity organically and will be appreciated by other businesses in your niche.
  4. Doorway pages: According to Google, doorway pages are “sites or pages created to rank for specific, similar search queries”. So, these types of pages can lead to similar pages in user search results but, in the end, each of the results takes the users to basically the same destination. They are essentially only a funnel that leads to other pages.

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