You might have heard of some people talking about search engine optimisation (SEO), but what exactly is it? And why should anyone even bother with it? Is it just another way of trying to get more website traffic to your site without doing any work? Or is there much more to it than that?
There is little point in pretending to be something you are not, and there is certainly nothing attractive or original about using the terms “Black Hat SEO” and “White Hat SEO”. These are actually just two of the two different styles of search engine optimisation. In actual fact, there are hardly any similarities between the two other than they are both used to refer to the same thing – search engines improving websites ranking by changing the rank it has in its results. But they do differ in their methodologies. Search engines have several algorithms which need to be followed in order to improve your rankings and a company not adhering to those rules will get no where fast.
Black Hat SEO is where you employ tactics which actively seek to alter the algorithms in order to benefit yourself, and this is not necessarily against the rules. A company may use a technique such as link building in order to gain popularity in search engine rankings for certain keywords, this technique is not necessarily unethical, but they do need to understand the rules. As mentioned before, Black Hat SEO’s are becoming less popular as the internet grows and more people are using websites to buy products and services online.
White Hat SEO is the style of search engine marketing, which is the most widely accepted. This type of marketing strategy promotes website promotion through strategic use of keywords and key phrases. Companies who practice this style of internet marketing strategy will usually already have a high level of expertise in their field, and will mostly focus on quality content in their campaigns. They will also employ methods such as SEO article writing and link building strategies to promote their websites. Although they may follow the rules, they do not break them and as such will see their website’s ranking increase through the rankings they have earned through white hat techniques.
There are several different aspects to this method of SEO. One of the biggest problems with Google is that they are almost exclusively using a mathematical algorithm to determine rankings. In effect, they are following a set of rules that all websites must follow in order to stay on top. This can cause major headaches for SEO companies, and many of them are finding themselves having to learn new ways to improve their rankings and to be successful within google.
One way that search engine optimisation experts have been using to try and get round the problems faced by Google is by developing backlinks. A backlink is simply a link from another site to yours, in an effort to get your site to rank higher. The theory behind creating backlinks is that Google will give higher rankings to those sites which are able to provide additional links to their website. So if you have sites with high page rank and want them to receive high amounts of backlinks, then you can build them one on one. For example, if you have a blog which has a high page rank and you provide valuable information to your readers, you can ask other blog owners to tackling your blog to theirs. This is one way in which a search engine optimization expert can manipulate Google’s algorithms, and as such it can have a huge impact on your online success.
One of the big debates within the SEO world has been around whether to use white hat or black hat SEO techniques. It’s generally thought that white hat SEO is more effective than black hat SEO but there are many SEO specialists who still swear by these techniques. Basically white hat SEO involves using natural methods in order to achieve good ranking results. On the other hand black hat SEO often employ strategies which are not natural but are implemented in a bad way to score quick hits and in the hope of losing popularity in the long run.
Webmasters are always looking to improve the rankings of their websites, but many of them simply don’t know where to start. Some of the basic advice aimed at improving search engine rankings can also be applied to blogs and websites in general. If you’re able to follow some simple rules, SEO techniques will easily take care of most problems that webmasters face. Many beginners make the mistake of believing that their site is unique, this isn’t the case. All types of websites, whether they contain text or graphics, can benefit from Search Engine Optimisation so don’t be tempted to skip this part altogether.