As the colors of the types of search engine optimization suggest, there are
stark differences in the approach and long-term results of white hat and black
hat search engine optimization. Though both types of SEO have their proponents,
most companies/websites with long-term, stable, and sustainable goals will tend
to stay away from the dark-colored variety.
White Hat SEO
Definition: White hat SEO utilizes techniques and methods to improve the
search engine rankings of a website which don't run afoul of search engine
(mainly Google) guidelines.
Wholesomeness Level: High
Techniques: Some white hat SEO techniques include: high quality content
development, website HTML optimization and restructuring, link acquisition
campaigns supported by high quality content and manual research and outreach.
What to Expect
Steady, gradual, but lasting growth in rankings.
Black Hat SEO
Definition: Black Hat SEO exploits weaknesses in the search engine
algorithms to obtain high rankings for a website. Such techniques and methods
are in direct conflict with search engine guidelines.
Wholesomeness Level: Very Low (not wholesome at all if you ask those in
charge of cleaning search engine result page spam)
Techniques: Some black hat SEO techniques include: link spam, keyword
stuffing, cloaking, hidden text, and hidden links.
What to Expect
Quick, unpredictable, and short-lasting growth in rankings.
The work of most search engine optimization companies, however, operate in
a gray area, aptly named Gray Hat search engine optimization. Whether by design
or pressure from clients to deliver results, many search engine optimization
companies try to deliver solutions and results for customers by utilizing
techniques which don't quite cross the line into black hat SEO, but are well
outside of what would be considered white hat search engine optimization.
Gray hat search engine optimization is recognizable by 'affordable'
pricing, since the search engine optimization company has to reduce cost by
resorting to questionable techniques in order to deliver results, instead of
highly involved campaign activities.
In the end there is really no 'right' or 'wrong' way to do search engine
optimization, but those shopping for SEO services should be aware of the
different types and approaches so that they know the level of risk they are
taking on.
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