Search engines have become powerful tools for millions of users on the web. Global digital exposure has led individuals and organizations to host their business and brands online, an online identity comes in the shape and size of websites and applications. Search engines index millions of pages per day to rank them in their search results, thus people need to optimize their site with On-Page and Off-Page SEO. Webmasters use various techniques to get their site on the first page of a search engine, but time matters to all and thus, some resort to Black Hat techniques rather than its counterpart- White Hat Search Engine Optimization.
Black Hat SEO techniques are used to make a site more visible or increase its rank in search engines through techniques that completely violate search engine rules and algorithms. In technical terms, it is used to increase position on Search Engine Result Page(SERP). Google is accessed by millions of users world-wide and that is where webmasters use illegal techniques to break search engine algorithms to achieve high rankings for a website. Search engines like Google, Bing have deployed stringent algorithms to test the credibility of content over the web.
Some of the back-hat techniques used by webmasters are – Doorway Pages, Keyword Stuffing, Cloaking, Article Spinning, Illegal Redirects, hidden text, Page creation with duplicate content or adding malicious content to pages such as Virus, Malware, and Trojans, etc. Black Hat techniques should be avoided by webmasters as these practices can get sites banned by search engines. One should always remember that Black-Hat techniques are temporary, whilst the White Hat ones are permanent. That was a bit about Black Hat techniques....
A White Hat technique is completely opposite to the Black Hat as it obeys all the rules set by search engine algorithms. SEO experts should play close attention to all these techniques as algorithms are updated regularly by Search Engines, if not, a site can be penalised or banned. The most important part about SEO is, the site should be indexed by Search Engines. Let us peek into some of the White Hat techniques known to man...
When it comes to the word “content”, search engines take it very seriously. For a website to qualify for search engine rankings, it absolutely needs to possess unique fresh content that attracts the eyes and mind of the user, and above all get full marks from search engines as well. Each business collateral is unique in its principles and offerings, and thus needs to focus on its target audience. Content could be anything, it could be words, images, sounds, etc. It needs to be produced in a proper manner. If it’s a paragraph of words, it needs to carry good writing, grammar and spelling.
If you want to be seen, you need an audience, there are millions who want to see you…but are you really there? Individuals and enterprises need to understand their crowd and locate them on a global level. A site that is well built should be able to perform across a plethora of platforms and devices, be it desktops, mobiles and tablets. Providing call to action content is another way to directly interact with your target crowd by getting them aboard your website.
Users like to go through websites that are designed well. Websites with greater cosmetic value and minimal function absolutely fail from the user’s perspective. Thus, making it look good with an equal or greater usability value makes a website perform better on search engines as well. Websites need to be designed for humans, be it a layman or an advanced user, it needs to have easy navigation. A faulty or boring navigation system can create higher bounce rates and put a site right down in terms of rankings and user experience.
Magical words or keywords are superior drivers for websites to be listed on the first page of a search engine. Search Engine Optimizers and enterprises need to focus on these magical words (keywords) as users base their search over the web based on them. Over the years, search engines like Google have moved from just keywords (short keywords) to keyword phrases or long tail keywords. Keywords can be added in the Page-title, headline, body text, URL’s, Image attributes, and meta descriptions. All these parameters are scrutinized by algorithms to get them on (SERP’s).
The latest in White Hat SEO techniques include brands being present on mobile devices on the fly. Search engine algorithms rank webpages that are mobile friendly (responsive websites) at a higher mark, and thus a website needs to be, where everybody is... on smartphones, tablets and other mobile devices.
White hat SEO shall get stronger and better in the future as people are moving to a legitimate way of getting their site up on search engine rankings. Enterprises have understood the importance of long term stability, and would play by the rules in days of the future present.... Pay per click ads would be given greater emphasis, while social media would play a side role to boost rankings with backlinks. A holistic solution would be the mantra to put another feather in the White Hat.