- By Hamzakhan
- March 24, 2023
Black hat SEO can be defined as deceptive and underhand techniques used to scale up to higher rankings in search results. Most people tend to underestimate search engines’ potency in determining whether the techniques used are appropriate or deceitful. However, search engines are getting smarter by the day and can figure out whether you use improper tactics and strategies to fool them.
Black-hat SEO may get results in the short term, but eventually, you will be penalized by the search engines. The following are a few ways these techniques are implemented:
Using massive numbers of keywords in your content may achieve short-term gains. However, if the keywords are not relevant to your content and are placed there to fool the search engines, your site may eventually be penalized. Remember, SEO is all about quality, not quantity; if your content is not good enough and is packed with keywords, your site may not be visible in the top search results because the search engines penalize you.
Buying links is never fruitful because the search engines will know you are manipulating them. Using inappropriate links pointing to your website is detrimental because the search engines realize that the links have no relevance and are not authentic. For example, suppose your site offers plumbing services to people in Florida. If several links on a travel website in Toronto point to your site, it doesn’t make sense: travel services are in no way connected to plumbing services. Using such deceptive techniques can have long-term consequences and may even result in your site being delisted from search results.
Doorway pages are used to gain high rankings in search results in a deceitful manner. These pages contain keywords and phrases that are picked up by search engine bots and crawlers. Once you click to access the page, you are redirected to the actual page that the site owners want you to visit. Cloaking is a mechanism that renders a page visible to search engines but not website users. This short-sighted technique can prove detrimental in the long run. Google has announced penalties for using doorways, deceptive redirects, and cloaking.
White Hat SEO is the opposite of black hat SEO and focuses on using optimal, organic tactics to help your site rank higher in search results. Usually, it means adhering to the guidelines provided by the search engines and playing by the rules. Factors such as quality link building, user-engaging content, and optimal performance are some of the white hat SEO strategies used by SEO consultants to streamline accessibility and visibility in search rankings.
In short, you need to focus on user intent rather than try to fool the search engines.
SEO methodology involves many factors, and no site can claim to use all of them at the same time. Basically, these factors are divided into two types:
On-page SEO consists of factors that are in your area of control, including your code. It also includes Meta-tags, Meta descriptions, headings, title tags, internal links within site, site maps, page-load time, semantics, and navigation ease.
On-page SEO generally focuses on the efficient presentation of content to website users. Adhering to semantics and optimal web page structure is imperative for a site’s success: they result in a systematic and organized site that provides better readability not only for users but also for indexing by search engine crawlers.
Off-page SEO factors include forum postings, social media marketing, social bookmarking, blogs, and RSS feeds. These factors work with the uncontrolled code.
Off-page SEO is essential in the long term as you create a community for your content. The key factor for creating a positive online reputation is Social networking, and off-page SEO lends significant trust and credibility if you play by the rules.
This chapter looked at the SEO concept and the advantages associated with incorporating SEO in your design project. You now understand the challenges involved in SEO implementation and the constraints associated with it. You learned about the types of SEO—black hat SEO vs white hat SEO—as well as on-page and off-page SEO factors. The next chapter looks at search engines and their components, including their relevance to SEO methodology.
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