The Importance of SEO
With all the complex layers that come along with practicing effective Search Engine Optimization, it can seem overwhelming to figure out what should be prioritized. Let’s set one thing straight - there is no one-size-fits-all approach to SEO; strategies may vary depending on what best suits individual websites and brands.
That being said, there is a fine line between experimenting with tactics that work for your website and manipulating search engine algorithms to increase your rankings. The difference between good and bad SEO practice is known as White Hat and Black Hat SEO.
Where do the terms 'White Hat' and 'Black Hat' SEO Come From?
The terms ‘White Hat' and 'Black Hat’ actually come from old Western movies, where the good characters would typically wear white cowboy hats, and the bad guys would wear black ones. In the modern tech industry, these terms are used in reference to ‘white-hat’ or ‘black-hat’ hackers.
Today, SEO experts have coined the terms White Hat and Black Hat SEO to differentiate between good and bad Search Engine Optimization practices.
Understanding the Difference
It is crucial to understand the difference between White Hat and Black Hat SEO. Even if done unintentionally, practicing Black Hat SEO can result in a penalty from Google or Bing. This can significantly hurt your SERP ranking in the long run - or worse, get your site banned from search engines altogether.
By understanding the difference, you will be able to lay a strong foundation for your brand and trust that the SEO strategies you’re implementing follow guidelines while remaining effective in growing your website over time.
Here is what you need to know about Black Hat and White Hat SEO:
Black Hat SEO
Black Hat SEO, also referred to as Toxins, is defined as, “a set of practices that are used to increase a site or page's rank in search engines through means that violate the search engines' terms of service.” Through manipulating search engine algorithms, websites may receive higher SERP rankings at first, but it’s likely to have the opposite effect in the long run.
There is a long list of Black Hat SEO tactics to avoid, but the top 3 no-gos include keyword stuffing, hidden text, and manipulative links. It's important to note that there is little evidence that these tactics actually work, and it is almost guaranteed that they will actually damage your rankings.
Black Hat Tactic #1: Keyword Stuffing
Keyword stuffing involves overloading a web page with keywords in an attempt to manipulate search engine rankings. This practice often results in high keyword density, irrelevant keyword usage and negatively impacts the overall user experience.
When content is filled with excessive repetitions of target keywords or unrelated phrases, it becomes difficult for users to read and understand the information presented. Search engines like Google and Bing have become increasingly adept at identifying this manipulative tactic and penalizing websites that engage in it.
By providing valuable, well-written content that naturally incorporates relevant keywords, you can avoid these penalties and improve your website's search engine performance.
Black Hat Tactic #2: Hidden Text
Hidden Text is the text that is colored to match the background color of a webpage so that it is invisible to the viewer. Sometimes, the text is even written in a font size of zero.
Hidden text is commonly implemented in hopes to sneak extra text or relevant keywords onto the webpage to appeal to search engines. This is a deceptive strategy, advanced search engine crawlers will likely catch on to this sneaky tactic and lower your ranking.
Black Hat Tactic #3: Manipulative Links
Manipulative Links, or link schemes, are one of the most common forms of Black Hat SEO. Mutual backlinking occurs when Black Hat SEOs hide links in various parts of their sites, blog comments, and even physically hidden (remember that hidden font tactic we mentioned?).
Since incorporating links into your content can boost your search engine rankings, Black Hat SEO practitioners often cram numerous links into their websites, regardless of the value they add to the content, with the sole intention of achieving higher rankings.
Again, this sneaky strategy is likely to be shut down quickly by search engines.
Violation of Guidelines
All Black Hat SEO tactics clearly disregard Google and Bing’s Webmaster Guidelines and should be avoided at all costs. If you suspect that a web page or site is violating guidelines and might be implementing Black Hat SEO, you can file a report for spam.
White Hat SEO
White Hat SEO is the opposite of Black Hat SEO. It's defined as, “any practice that improves your search rankings on a search engine results page (SERP) while maintaining the integrity of your website and staying within the search engines' terms of service.”
It’s a Marathon; Not a Sprint
White Hat SEO adheres to ethical guidelines and enhances your website and brand in the long term. By moving away from the pursuit of rapid ranking improvements and prioritizing stronger connections with your users, you will achieve the most desirable results over time.
Below are some highlights of White Hat SEO, and signs to reassure you that you’re following best practices.
Puts Users First
If your content is geared toward your users’ needs rather than the search engine’s - you’re implementing SEO effectively. Search engine crawlers have advanced well past old Black Hat tactics that used to work. They are now more focused on user satisfaction.
While some algorithm-driven tactics may initially attract users to your page, a high bounce rate is likely if your content fails to meet their needs due to poor quality.
An Investment Worth Making
While certain quick-fix Black Hat SEO tactics may spike your rankings in the beginning, the long-term results will be detrimental to your website and brand as a whole. Instead, investing in content that caters to your audience will strengthen your credibility with users and search engines, growing your SERP ranking over time.
Quality over Quantity
Focusing more on the quality of your content will significantly help your SEO efforts. Continuously updating your information with dates, relevant sources, and refreshed content will keep your audience engaged and coming back for more.
Think of effective White Hat SEO as an ongoing process, not a checklist. Instead of focusing your time and attention on stuffing your pages with irrelevant links, keywords, and pictures just to appeal to search engines, use your time to find other ways to keep your audience engaged with relevant quality content.
Grey Hat SEO
Grey Hat SEO is - you guessed it - a mix of Black Hat and White Hat SEO. Grey Hat SEO is unofficially defined as SEO practices that, “belong in neither the Black Hat nor White Hat category because the terms of service regarding the issue are unclear.”
In other words, Grey Hat SEO includes practices that might be perceived as either White Hat or Black Hat depending on who you’re asking.
Here are some signs to watch for that indicate you may be getting into Grey Hat SEO territory:
The Goldilocks
Not perfectly wrong, but not perfectly right, Grey Hat SEO is certainly right in the middle. As Search Engine Journal puts it, Grey Hat SEO is “A tactic that is currently either white or black hat but with changes to the ways search engines work, could become the opposite in the future.”
While there is no harm in practicing Grey Hat SEO, it's best to be careful. If you find yourself pushing the limits of certain strategies to increase your rankings, just be mindful that you aren’t slipping into Black Hat SEO.
While some SEO experts swear by Grey Hat SEO in an effort to not limit themselves to just White Hat, other SEO experts wouldn’t take that risk of penalty. It truly is up to each SEO person or team. We recommend approaching Grey Hat tactics with caution.
Staying in the Clear
A great way to avoid penalties is to refer to Google or Bing’s Webmaster Guidelines. If you aren’t sure if what you’re doing is technically allowed, ask yourself if you would willingly inform Google of what you’re doing. Being honest
and following your instincts should keep you in the clear.
Key Takeaways
There’s a lot to remember about practicing SEO the ‘right way’. Here’s what you should keep in mind about White Hat SEO and Black Hat SEO going forward:
Everything in Moderation
The key to effective SEO is all about balance. Aiming to stay in White Hat SEO and carefully considered Grey Hat areas is your safest route. If you adhere to search engine guidelines and focus on your user’s needs, you’re golden.
Would You Tell Google or Bing?
When in doubt, asking yourself if you would feel comfortable telling Google or Bing what you’re doing is a good way to gauge whether or not you are remaining in the White Hat SEO areas. Honesty is always the best policy.
Check Yourself
Finally, maintain self-awareness and accountability. Admitting mistakes can be challenging, but honesty regarding your SEO practices is crucial for staying in the clear. Regularly reflecting on your efforts to improve your website is an effective way to stay on the path of ethical SEO.
Happy Optimizing!
