In the world of digital marketing, SEO is always an interesting subject to discuss. People follow many SEO techniques to boost visibility and ranking of the website,in which some work and some techniques do not. It is found that to enhance the visibility and ranking of the website people adopt unethical SEO practice, which is not accepted by the search engines and resultant they penalize your website. If you are in the profession of digital marketing then you are aware of black hat, white hat and gray hat SEO. In this blog, we will discuss these three in details.
White hat SEO- As from the name it is getting very clear that it is a safe and recommended SEO technique which is followed by genuine SEO professionals and accepted by search engines. In this process SEO professionals follow the appropriate trend, parameter and techniques to enhance the visibility and ranking of the website, which is accepted by all search engines.
Black hat SEO-White hat SEO becomes black hat when we adopt unethical SEO techniques to boost ranking and the visibility of the website, which is not accepted by the search engine. It is a risky and not used by genuine SEO professionals.
Gray hat SEO- The standard definition of gray hat SEO is still not clear, according to some SEO professionalsit is between black hat and white hat, but it is not true. In our point of view, Gray hat SEO is ethically dubious and riskier than white hat techniques, which could become black hat one day. It does not mean that, it is unethical and not adopted by SEO professionals. Gray hat techniques are legitimate and it is frequently used to boost ranking and visibility of the website.
White hat techniques need to follow in 2017:
When it comes to white hat SEO techniques then plenty of ideas strike on the mind even you read numerous blog and articles, but it is also true that all ideas are not a guaranty of success. So to ensure the good performance of website on the search engine result page make sure that your optimization strategies, techniques and tactics are a focus on the human not on a search engine. You have to consider on numerous factors such as:
The quality of content: Whether it is text, image, video or infographic make sure that your content is new and informative. Instead of publishing poor content everyday, emphasize on creating quality content and publish it on regular intervals. Google reward such site that has high-quality content. A great content not only makes a website “ a good website” but also ensures good ranking on leading search engine.
The architecture of the website:In this tough online competition, thearchitecture of the website plays a crucial role. The right site architecture helps your SEO effort flourish and while the wrong one can cripple them.
Mobile friendly-If your site is not responsive then somewhere you are missing a maximum number of audience, because now more than 40% people are browsing the internet on smartphone and tablet. Google also reward the site which is mobile friendly.
The speed of the website–Website that loads quickly, gets a ranking advantage than the slower site.
URL description- Keep the length of the URL up to 255 characters and use a hyphen to separate the different parts.
Site security- Sites running with HTTPS server are more liked with visitors. It ensures better security.
UX design- To provide optimum user experience to visitors it is necessary to focus on user-friendly design. A user-friendly design ensures customer satisfaction and improves loyalty.
Also read: The thin line difference between UX and UI
Use Schema for a competitive edge- Schema is the collection of HTML tag ( a type of microdata ), which interpret the information on the web page more accurately and provide the relevant result to the users. There are three advantages of including schema microdata in HTML code.
1- Search engine crawl and interpret the content of the web page more effectively which increase visibility of the website
2- It helps search engine to understand the page in a better manner.
3- Microdata improves click through rate.
Black hat SEO techniques you must avoid:
To boost the ranking of the website in short frame of time, people often do too many experiments in SEO and resultant white hat SEO become a black hat. The biggest disadvantage of such technique is that, it does not work for a long time and neither accepted by search engine nor followed by SEO professionals.Even search engine blacklist such website, who use such scam techniques to promote their website. Here we are listing some black hat SEO techniques, which are in trend in nowadays.
Cloaking-Cloaking is the technique of search engine optimization, in which people create two version of an original web page one for search engine and another for visitors. When search engine spider crawls the site then he satisfies with the process but visitors see the different content on their browser.
Keyword stuffing-To confuse search engine boat people often insert too many keywords on the web page, this process is known as keyword stuffing. This is not the ethical SEO technique,the density of the keyword should not exceed than 2-3% on the web page.
Doorway pages-Doorway pages are poor quality web pages, on which you will found in- sufficient content which is stuffed with keywords.
Mirror website- In this process people create too many websiteswith same content.
Paid links-The practice of purchasing links on the website, solely for the increase in link popularity and ranking.
Hidden text-It is the textual content which your visitors cannot see but which is still readable by the search engines.
Scraping-It is the spam technique in which spammer plagiarizes content from other website and put it on his own site for the purpose of selling advertising.
Gray hat SEO:
Gray hat SEO is a type of experiment which you can follow to promote your website on the search engine result page. Definitely it is risky but it can improve the ranking of your site without negative consequence. Here we are listing some gray hat SEO techniques which you can follow to increase visibility and ranking of your website.
Redesign your website at regular intervals-By redesigning your website at a regular interval you can play a game with a search engine. No matter whether your content is new or old, if you are redesigning your website then code and text will change and Google will think that content on the website is new and fresh.
Spun content- Copy content from another website change some words, add few extra ideas in the content. In this way, you can hoax the search engine. It really works, try it.
Wikipedia page- By creating Wikipedia page of your company you can establish yourself as a reputed and trustworthy name. While creating Wikipedia page you have to consider following points in mind.
- Select good and notable topic
- Keep the Wikipedia page simple and relevant.
- Don’t promote your website
- Add good and relevant link to the page.
- Follow the style and formatting guidelines.
Create more than one social media account-Nowadays social media is a powerful tool to promote the business. To leverage the power of this platform, it is advisable to create a multi social account for your business. You just need to add bio and pictures and start promoting these accounts. For example- Create an original Facebook account for your business and then create two more dummy account and give your business like, share and comment. It is really effective, you can try it to promote your business.
The final verdict-
After writing more than 1300 words, we have no doubt to say that white hat is the safest and reliable, the gray hat is the risky but worthwhile and black hat is not acceptable under all circumstances. In brief, SEO is the game of patience, strategy and techniques, if you want to successful SEO professinals then you have to well versed with each aspect of SEO.