"Black Hat" and "White Hat" are common terms among the internet marketing industry. If you are not aware of these terms or what they mean you should certainly educate yourself before attempting Search Engine Optimization or hiring an SEO firm to do it for you.
Marketing that is labeled "White Hat" is all of the online marketing practices that follow guidelines given by search engines such as Google. They are methods and techniques that allow a website to be optimized to earn high rankings on search engine results pages. Using White Hat SEO these results are earned slowly over time, and ethically.
Updating content regularly is a good White Hat SEO practice to earn and maintain good positions within search results. The search engines love content and lots of it. Keeping an eye on analytics reports to look for areas and keywords that need tweaking is another way to properly use SEO. Link building is still an important part of ranking well as long as it is done right.
Black Hat SEO strategies can get you to the top of the search engines fast, but odds are you will find yourself falling fast too. These are methods that go against the suggested guidelines of the search engines. Google and others are getting smarter everyday and when unethical methods are used to try to boost page rank.
Keyword stuffing is a fairly obvious Black Hat technique that is used. Using keyword excessively will not earn you any extra points with the search engines. Keywords are an important part of SEO but they have to be used the right way within content and in site optimization as well. Some sneaky marketers even try using hidden text to stuff keywords by putting white text on white backgrounds. Using a "doorway page" to trick search engines into indexing pages that users never see is another frowned upon Black Hat technique. This type of page does nothing to help the consumer and therefore does not deserve help a site rank well.
While linking can be a good SEO technique, it can cross the line into Black Hat marketing if not done correctly. Using "link farming" to create links involves submitting your link to link directories that have tons of unrelated sites. Also, over exchanging links can work against you. Be sure you know just who you are dealing with when it comes to link exchange, you could end up with less than stellar results.
One recent example of the consequences of Black Hat marketing happened to JC Penney. The company enlisted Black Hat techniques in the fall of 2010. Marketers for the company used artificial link building to manipulate search engine results. For a while, they even were ranking above manufacturers sites for some of their products. While it worked for them for a few months, the consequence for their action is still being felt by the retailer. In a matter of ten days in February of 2011 the company fell from an average ranking of 1.3 to 52 according to a New York Times article.
There are many unwritten rules when it comes to SEO, so make sure that the tactics that you or your internet marketing firm uses are strictly white hat. Your rank will improve slowly over time rather than overnight, however it's likely that you will be able to maintain those good positions when they are achieved the right way.
Source : By Peggy Finley, About the Author : If you are looking for a hardworking SEO Internet Marketing Agency, contact Totus Internet Visibility (http://tinyurl.com/42wbl2n), today for all of your company's Internet Marketing (http://tinyurl.com/42wbl2n) needs.Marketing that is labeled "White Hat" is all of the online marketing practices that follow guidelines given by search engines such as Google. They are methods and techniques that allow a website to be optimized to earn high rankings on search engine results pages. Using White Hat SEO these results are earned slowly over time, and ethically.
Updating content regularly is a good White Hat SEO practice to earn and maintain good positions within search results. The search engines love content and lots of it. Keeping an eye on analytics reports to look for areas and keywords that need tweaking is another way to properly use SEO. Link building is still an important part of ranking well as long as it is done right.
Black Hat SEO strategies can get you to the top of the search engines fast, but odds are you will find yourself falling fast too. These are methods that go against the suggested guidelines of the search engines. Google and others are getting smarter everyday and when unethical methods are used to try to boost page rank.
Keyword stuffing is a fairly obvious Black Hat technique that is used. Using keyword excessively will not earn you any extra points with the search engines. Keywords are an important part of SEO but they have to be used the right way within content and in site optimization as well. Some sneaky marketers even try using hidden text to stuff keywords by putting white text on white backgrounds. Using a "doorway page" to trick search engines into indexing pages that users never see is another frowned upon Black Hat technique. This type of page does nothing to help the consumer and therefore does not deserve help a site rank well.
While linking can be a good SEO technique, it can cross the line into Black Hat marketing if not done correctly. Using "link farming" to create links involves submitting your link to link directories that have tons of unrelated sites. Also, over exchanging links can work against you. Be sure you know just who you are dealing with when it comes to link exchange, you could end up with less than stellar results.
One recent example of the consequences of Black Hat marketing happened to JC Penney. The company enlisted Black Hat techniques in the fall of 2010. Marketers for the company used artificial link building to manipulate search engine results. For a while, they even were ranking above manufacturers sites for some of their products. While it worked for them for a few months, the consequence for their action is still being felt by the retailer. In a matter of ten days in February of 2011 the company fell from an average ranking of 1.3 to 52 according to a New York Times article.
There are many unwritten rules when it comes to SEO, so make sure that the tactics that you or your internet marketing firm uses are strictly white hat. Your rank will improve slowly over time rather than overnight, however it's likely that you will be able to maintain those good positions when they are achieved the right way.
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