Search engine optimization is an indispensable process to promote your website on the World Wide Web and attracting volumes of industry audiences. The process of SEO involves many procedures and operations which together help a website to rank well in the search engine results. If a website occupies top ranks in search engine results, more people are likely to visit it and thus more revenue can be generated.
However, there are some ethical SEO techniques and then there are some unethical ones. Ethical search engine optimization techniques are called White Hat SEO and unethical ones are termed as Black Hat SEO..
White Hat SEO
White hat SEO includes ethical search engine optimization techniques that follow the guidelines set by the search engine. Some of the popular white hat techniques are:
1. Increasing Keyword Density in the website content at the same time maintaining the relevancy and quality of the information.
2. Updating new and quality content on the website regularly.
3. Creating keyword rich Title tags, Meta tags and descriptions, Headlines and Alt tags for the website.
4. Linking the website to other sites that have a decent PageRank.
White hat SEO needs constant and persistent efforts. The results will take time to show but once it starts generating results, there is no looking back.
Black Hat SEO
Black hat SEO techniques undermine the guidelines specified by the search engines and engage in unscrupulous ways of promoting website on the search engine listings. These methods can guarantee very short-term success. This is because although, the rankings of the web pages increase dramatically within a short sphere of time, Search Engines constantly update their algorithms and thus detect and penalize black hat SEO.
Some of the popular black hat SEO techniques include:
1. Including hidden text within the web pages in order to increase keyword density – The specific keywords are inserted in the web pages in a repetitious string and their font colors are changed to match that of the background color of the web page. This makes them invisible for website visitors but indexable by search engine crawlers.
2. Cloaking – The web page is shown differently to the website visitors and differently to the search engine crawlers. This requires a bit of programming and development tactics.
3. Duplicate Content – Several copies of a web page are created and dispersed over the internet in order to increase its popularity and subsequently its page rank.
4. Link Farming – This is the practice wherein the website owners buys place in link farms with the sole motive of increasing the number of links pointing to the website in an unnatural way.
5. Page Jacking – Stealing content from other web pages and pasting it onto one's own in order to use it as one's own.
Search engines are very adept at spotting black hat SEO techniques. They can detect keyword spam and same-color text. Websites that employ these unscrupulous methods are termed as are penalized and even removed completely from the search engines results page. Once a website is blacklisted, it can take ages to regain a ranking.