How Search Engine Optimization works - lesson 4
In the series of how search engine optimization
works, here we will discuss two essential search engine optimization
techniques or we can say two philosophies of seo: white hat seo
technique and black hat seo technique. From the name we can guess the
meaning, white hat means good,positive or ethical techniques that are
recommended by search engines and black hat means negative, risky or
manipulative seo techniques which are not encouraged by engines.
White Hat seo techniques
A
white hat seo technique follows the search engines' guidelines and
avoids any deceptive way to promote any web page. But there arn't any
specific guidelines for all search engines. Google, Yahoo, Bing or Ask.com webmaster guidelines are not same, they have their own policies. Some techniques of White Hat SEO include optimizing META tags, getting one way backlinks from
related sites, keyword in right placement, creating keyword-optimized
content etc. These techniques help search engines to find keywords-
important terms that are relevant to the content of the page, then index
the page in their database with that keyword. Search engines encourage
such methods through their own webmaster guidelines.White hat advice is
to make the content for the users, not for search engines and making the
content easily accessible for the spiders, rather than attempting to
trick the search engine algorithm to improve a web page position in
SERPs. So well-manipulated white hat techniques produce the best
long-term outcome and create a more beneficial impact upon the web. But
you have to remind that some white hat methods can turn into black hat
if it is used improperly.Black Hat seo techniques
Black Hat seo try to trick search engines into listing their
Web pages high in SERPs in ways that are disapproved of by the
engines.These black hat SEO techniques usually include one or more of
the following characteristics:
- do not follow search engine rules and regulations
- creates a poor user experience directly because of the black hat SEO techniques utilized on the Web site
- unethically presents content in a different visual or non-visual way to search engine spiders and search engine users.
Search engines may penalize sites they discover using
black hat methods, either by reducing their rankings or eliminating
their listings from their databases altogether. Black Hat SEO is
tempting; after all, these tricks actually do work, temporarily. They do
end up getting sites higher search rankings; that is, until these same
sites get banned for using unethical practices. It’s just not worth the
risk. Use efficient search engine optimization techniques to get your
site ranked higher, and stay away from anything that even looks like
Black Hat SEO
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