One of the most important elements of creating authentic and engaging content and improving the website is without a doubt, SEO! Understanding SEO can be a complicated deal because of different specifications and types of SEO. Different types of SEO include On Page SEO, Off Page SEO, Gray Hat SEO, White Hat SEO, Black Hat SEO, Technical SEO and Negative SEO.
This article explores the difference between two of these SEO types, Black Hat SEO and White Hat SEO.
What Is SEO?
SEO or Search Engine Optimization is in simple terms, the process of improving a website to increase the visibility when potential customers are searching for products and services sold by your business in several search engines such as Bing, Yahoo, Google and others. With improved visibility in the search results, your business can get more attention from your target audience and attract more customers to your business.
SEO is an essential part of digital marketing because there are literally billions of searches focused on commercial information about products and services that are carried out every year! And search is the main source of digital organic traffic for businesses. The searches are more focused on information-specific data and are directed towards what the consumers want. And SEO does just that for you and avoids the traffic from being driven to other websites.
What Is White-Hat SEO?
White-Hat SEO is the optimization technique that works in accordance with the search engine guidelines laid down by Google. The result takes some time but creates genuinely good results for your business and is a sustainable technique. This SEO gives the website high rewards and the risk of getting banned or discarded in the search results is almost negligible.
White-Hat SEO helps in publishing relevant and serviceable content by doing extensive keyword search, accessing links for publishing from high-authority and secure websites for your on-page content to ensure it performs well. White-Hat SEO takes several factors into consideration such as meta information, written content, images and videos, site performance and site architecture for optimization.
What Is Black-Hat SEO?
The exact opposite of White-Hat SEO is the Black-Hat SEO and can be a bendy deal with some illegal optimization factors in play. Black-Hat SEO takes advantage of the loopholes in the search algorithms of Google to help improve a business’s rankings in the SERPs. Unlike white-hat SEO, this particular type utilises practices such as keyword stuffing, presenting different content to chatbots and consumers (referred to as cloaking), paid link building, etc.
If these loopholes are identified and the optimization fails, your business’s rankings can drop massively and the site can even get blacklisted from search engines! The risk is extremely high and it is because of this reason that the black-hat SEO is usually a short-lived technique. Besides keyword stuffing and cloaking, some other black-hat SEO practices/elements include duplicate content, article spinning, doorway pages, hidden pages, and blog comment spam.
Differences Between White-Hat SEO And Black-Hat SEO
Here are some key areas where white-hat SEO and black-hat SEO differ in terms of their working:-
1. Link Building
White-hat is concerned with generating content that is useful for educating the audience and attracting them. The aim is to create informative content that other sites can link to as one of their sources.
Black-hat SEO on the other hand uses PBNs or Private Blog Networks to add duplicate spam links to any blogs in the comment section. These links are paid for and are against the guidelines laid down by Bing and Google.
2. Purpose Of Content
The content in white-hat SEO is written to cater to the needs of the client first and answer their queries during navigating. The rankings are higher because the content is optimized according to the target audience to help display the content in the search engines.
The content in black-hat SEO is in reality a doorway page. These contain keyword spamming and have been taken from different websites just for the sake of adding apparent value to the content. The content is not focused on the client but instead it is aimed only for the search engines.
Implementing black-hat SEO and white-hat SEO are both risky but the risk of white-hat SEO is relatively low and is only related to not running on a given platform.
However, in case of black-hat SEO, the risk is manual as a result of using the PBN links which can help you get high rankings in no time but again, if these loopholes are identified, the websites run the risk of getting banned completely.
White-hat SEO can improve the search performance on SERP. However, since it works in accordance with the guidelines of the respective search engines, the results can take a considerably long time and you have to be really patient for it.
However, the black-hat SEO results are quick because of aggressive SEO tactics in use and are generally used by the website owners that are seeking quick financial benefits from their website.
5. Third-Party Posts
Guest blogging is a famous content strategy that multiple bloggers and marketers can use. When it comes to third-party posts, white-hat SEO largely uses guest-blogging to get more backlinks and improve the credibility of the website.
Black-hat SEO does not technically resort to thirst-party posts but resorts to a practice known as parasite hosting. This is a technique in which a particular website is hosted on a different server without any legal permissions from the owners of this server and without any notice to them and is purely for search engine benefits.
We hope this article was helpful in understanding what black-hat SEO and white-hat SEO are and how the two types of SEO differ from one another. While black-hat SEO may seem like a good option for getting quick results, there is clear proof for avoiding it at all costs and you must go for an SEO type that does not run the risk of having your website rankings drop or worse, permanently banned!