What is the Difference between Black Hat and White Hat SEO?
While most digital marketers recognize the importance of search engine optimization to boost a company’s visibility, the techniques used to do so can vary. The primary two camps of SEO approaches are often referred to as White Hat SEO and Black Hat SEO. White Hat SEO focuses on methods that are approved by Google or other search engines. Black Hat SEO attempts to find unintended exploits that are not designed by or approved above by Google. While Black Hat SEO can lead to quick results, it can also cause penalties and fines, which can be costly to a business.
What are White Hat SEO Techniques?
White Hat SEO refers to any technique used by marketers or businesses to boost SEO that falls within the conditions and guidelines set forth by Google or other search engines. Focusing on White Hat SEO ensures that all content being produced by a business and the ways that content is optimized does not violate any terms or conditions set forth by Google.
Although a White Hat SEO approach takes longer and involves more effort, the end results are better. When a company chooses a White Hat approach to SEO, they emphasize maintaining the integrity of their website and brand while increasing their visibility.
With a White Hat SEO approach, quality becomes the most critical factor. High-quality work matters when it comes to your website, any content you produce, as well as the quality of your company and services.
Any content produced needs to be well-written and optimized correctly to achieve the best possible results. Content should also always be relevant to your business and services. Posting irrelevant content simply to get more people to visit your website is not an effective marketing strategy.
What are Black Hat SEO Techniques?
Conversely, to a White Hat approach, a Black Hat approach to SEO focuses on marketing methods that are not approved by Google or other search engines. These methods are primarily based on unintended consequences of the search engine’s algorithm or ways to circumnavigate the terms and conditions.
Companies that participate in Black Hat SEO techniques will often oversell the benefits. They will tell businesses that these techniques are the fastest way to get a site to rank highly, and the efforts of each dollar spent will be more directly translated into results. While this may be true at times, a large part of the story is missed in this sales pitch.
Although Black Hat techniques can achieve fast results, these results are often only temporary. As Google and other search engines continue to improve their algorithms, these techniques continue to become less and less effective, even retroactively.
If Google notices these techniques in use may decide to penalize the site as well. These penalties can be incredibly costly and have a significant impact on your website’s ability to rank for a long time.
Some marketing agencies choose to focus on these techniques despite the risks, but not for the clients’ sake. It is far easier for a marketing company to engage in Black Hat techniques because they require so much less effort and increase the agencies’ profit margin. These agencies often cheaply outsource content to third-party companies overseas at the cost of quality and use low-quality backlinks to save time and money.
As time goes on, all of these Black Hat methods will become harder and harder to get away with. If a business spends its marketing budget on these techniques, it will only grow to regret it as time passes.
Why are White Hat SEO Methods So Important?
White Hat SEO techniques continue to be vital because they are timeless methods of increasing a company’s visibility. Because this approach works within the terms and guidelines set forth by Google and other search engines, they will only become more and more effective over time.
With Black Hat techniques, Google will continue to find ways to make this approach more difficult and less effective. This might mean painful outcomes for businesses down the line, even if immediate results seem positive.
For example, if a company spends $1,000 on marketing through a Black Hat approach right now, they might see good results. However, in three years, everything done may be of no use or, worse, Google penalizes the site for its techniques. Meanwhile, $1,000 spent on marketing with a White Hat approach to SEO will provide solid results now, and in three years, the effectiveness will only increase.
With the ever-changing landscape of digital marketing, it can be challenging to navigate the field on your own. At Transparent Strategies, we make sure we are constantly up-to-date on the latest policies and trends across all search platforms and browsers so that we can make sure your marketing strategy is always the best option.
At Transparent Strategies, we have your best interests at heart. We focus on transparent and ethical marketing strategies that are completely catered to your business’s unique needs. Our company is different, and we believe that your marketing strategy should reflect that. Other marketing agencies will use generic “one-size-fits-all” marketing strategies to cut down on time and work they need to invest. We guarantee that we will build a complete plan from the ground up that works best for you. Never let a marketing company talk you into a campaign that doesn’t convert or wastes your money. We get results, and most importantly, you keep the data!