White hat SEO

Techniques and practices that provide value to users and abide by search engine rules are known as white hat search engine optimization.

Generally speaking, white hat SEO means you focus on the user and optimize with people in mind rather than taking advantage of search engine algorithms. Google has outlined certain guidelines when it comes to tactics and techniques for optimizing your content. By following the approved practices, you are doing white hat SEO.

Create a well-designed website. When doing so, keep in mind your brand and the impression you want to leave on visitors. Ensure the site is mobile-friendly. Many people use their phones to browse the web, so it’s worth spending some time on the user experience of your website for mobile as well. Less is more, so don’t try to do too much and clutter your site with unnecessary elements. 

Rather than steal content from people, it’s worthwhile to create unique posts that offer a different perspective from what’s already been published online. Consider your headline, structure, keywords, etc.

Instead of buying links, build them through guest posting and publishing original content people will share and link to. Buying links costs money and oftentimes isn’t the best quality.


Black hat SEO

Strategies and techniques that do not abide by search engine rules, and can result in websites being penalized or removed from search results are known as black hat SEO. Nevertheless, these techniques can still increase your ranking. Attempting to deceive users or breaking the approved guidelines comes with a level of risk. 

As such, white hat SEO is typically recommended.

Black hat SEO is more expensive now than ever before and also a lot riskier, especially if you are doing unethical or illegal practices such as hacking websites. It is likely you will incur a penalty, which greatly impacts your SEO ranking in a negative manner. Moreover, black hat requires in-depth knowledge of websites and how they work. In order to take advantage of loopholes in the algorithm, you have to understand search engines in a way most people don’t.


Techniques of Black hat SEO:


  • Keyword stuffing
  • Over optimized alt description 
  • Irrelevant keywords
  • Hidden/ invisible links and text
  • HTML-heading over optimized
  • Over -optimization of links
  • Copied or duplicate content
  • Cloaking
  • Content automation
  • Article spinning
  • Bait and switch
  • Scraped content
  • Link exchange
  • Guest post spam
  • Web rings
  • Blog comment spam
  • Spammy footer links
  • Shady redirects
  • Link selling
  • Link buying
  • Directory listing
  • Parasite hosting
  • Google bombing
  • Mirror sites 
  • Private blog networks
  • Toxic sites 
  • Social network spam


Although white hat SEO requires time and effort, following approved guidelines and techniques will pay off in the long run. If you aren’t following Google’s guidelines and you are exploiting loopholes in the algorithm, then you are doing black hat SEO. It is a risk, requires knowledge, and can cost money. Thus, this e-book will share white hat search engine optimization techniques you can implement for your company’s website.