If your business relies on a website to bring in customers and promote your brand, coming up with a consistent, effective and easy to manage SEO strategy is a must.
Without adequate SEO, your website could sink to the bottom of the search pages, making it almost impossible to find and leaving your business without enough customers to keep it going.
When you start looking into it, you’ll see that there are loads of SEO strategies out there, some ethical, others not quite so ethical. So how can you tell which is which and how can you ensure that your website meets all the standards of an ethical webpage?
What is White Hat SEO?
They should come more organically to a website, and be a part of the website owner trying to build a quality page.
Getting good search engine results is an important part of building a successful website
The quality and effort that’s gone into the site should then translate into good page rankings, ensuring that the person searching for content finds a relevant site that answers their query.
Examples of good white hat techniques include filling your site with quality, non-duplicate content, using relevant keywords and using them effectively, building backlinks and links to other sites and investing time in securing inbound links from other sites.
What is unethical SEO?
Unethical or black hat, SEO techniques are normally used by people who want to see quick results and who aren’t willing to put the work in to building a quality site.
Common black hat techniques include using invisible text to flood a page with keywords, meta keyword stuffing and using poor quality links or link farms.
All of these techniques can see you get good initial results, although when the search engines look more closely at your site they will soon realise it’s unethical and not relevant to the person searching for content.
Why is white hat SEO better for a long-term strategy?
This is because search engines really don’t like black hat techniques, as they want the results that they provide to be accurate and informative. If a site is suspected of using black hat techniques it can be blacklisted and removed from the results altogether (otherwise called “deindexed”).
Getting your URL reinstated once you’ve removed the unethical SEO can take time and there’s a good chance that your site will never achieve great search engine results.
If you stick to white hat techniques on the other hand, you’re much more likely to be favoured by the search engines, especially if your site is good quality, informative and well-maintained.
Using relevant keywords is a good way to build up your SEO
What are ethical SEO strategies?
To make sure that you stay on the right side of the search engines, stick to ethical strategies like link building with relevant sites, ensuring that your meta data is properly filled in and using well chosen keywords in an appropriate way.
As search engines like sites that are regularly updated, you could consider adding a blog to your site. This is also a great way to keep your visitors informed about your activities and increase your online profile.
If you’re new to SEO, try to learn the difference between ethical and unethical techniques before you start, as there can be severe consequences for trying to trick the search engines.
And though it may take a little longer to get results, always try to stick to ethical techniques as this will give you a much great chance of success in the long run.
An article by Voodoo, an SEO Agency in Manchester.