What is Black Hat SEO and White Hat SEO? 

Black hat SEO refers to tactics and techniques used to increase a page’s rank that violate a search engine’s terms of service. White hat SEO, on the other hand, uses techniques approved by search engines to achieve high rankings. 

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White hat SEO is a term derived from the Western movie convention of wearing a white hat to contrast with a black hat. While both are used to describe tactics that can boost a site’s ranking in a search engine, the strategies involved are not always correlated with higher traffic and conversions. 

Creating original, quality content is a major part of white-hat SEO. This helps your website stand out from the competition and builds trust with its target audience. It also helps turn visitors into customers. 

Another key element of white hat SEO is link building. While acquiring links isn’t easy, it can be a powerful tool in improving your search engine rankings. This involves reaching out to websites that are relevant to your own and requesting links with varying anchor text. 

The key to a successful link-building strategy is to build relationships with real people and organizations that will benefit your business. This takes time and dedication, but it’s worth the effort if you want to increase your site’s organic visibility. 

Private Networks: 

While Google has long warned of private networks, there are still some people or companies that use black hat SEO practices in an attempt to gain more authority and visibility. These practices include buying expired domains that already have a lot of authority and writing content similar to what was on the old domain before it went down, then adding links to their own websites. 

Doorway Pages:

These pages are poorly written with lots of keywords and focus on directing users to unrelated sites to complete a conversion goal. While they may have good keywords, this type of page is not a great user experience and does not solve any real problems for the reader or the searcher. 

Duplicate Content:

The practice of scraping articles from other websites and rewriting them to fit your own needs is not only bad for searchers, it’s also illegal. Google has improved its ability to detect this behavior, and many sites that use this method have seen an immediate drop in their search rankings. 

Inclusion of Structured Data: 

Adding structured data to your website can help both searchers and Google understand what you are talking about. This can be accomplished through the inclusion of relevant keywords in your header tags and meta descriptions. 

If you want to learn more about how to add this information to your website, visit the Google Developers blog for a more in-depth guide. 

Hidden Text:

This is a technique used by some black hat SEOs to incorporate irrelevant keywords or hide content on a page that’s visible to search engines but not to readers. They can do this by setting the font size to zero, using CSS to set text off-screen, or by placing the relevant text on a white background.