black hat vs white hat seo
DESCRIPTION
A short presentation on the two different approaches to Search Engine Optimisation: Black Hat and White Hat. Knowing the ways in which Google will like or penalise your website is a very important thing in on-line marketing. Failing to adhere to Google's guidelines can have negative effects on long term businesses. Also covers ways of learning from black hat techniques to develop a whiter SEO approach. This was a presentation that was created for Websquare IT Solutions ( http://www.websquare.co.uk ), a Web Design company based on Bradford, West Yorkshire, EnglandTRANSCRIPT
www.websquare.co.uk
Search Engine Optimization
Increasing the visibility of a website on the organic search engine results page (SERP)
Aim is for first page with top spot being ideal Well optimized site leads to increased traffic
flow Performed both on-site and off-site Bigger impact from off-site SEO than from on-
site
www.websquare.co.uk
Black Hat SEO
Techniques that are in violation of the ToS of search engine guidelines
Used to manipulate crawlers' view of web pages
Focuses on getting front page/top spot rather than providing for users
Obvious abuse of Black Hat results in penalties and possible blacklisting from SERPs
Can have fast RoI but is high risk
www.websquare.co.uk
Black Hat SEO
Examples include: Hidden Content Keyword Stuffing Link Farms Doorways/Gateways Cloaking Link Purchasing/Renting
Deceptive tactics Forces SERPs ranking
www.websquare.co.uk
White Hat SEO
Conforms with guidelines and standards Focus is on bringing relevant, quality content
that visitors want Also about making this content easily found by
crawlers and by extension users Good websites can get the best white hat SEO
– natural sharing of content by users to others Can also help increase marketing value outside
of SEO
www.websquare.co.uk
White Hat SEO
Examples: Unique, natural sounding content Good keyword research and effective keyword
use Link building in related areas
Inbound links are stronger than outbound links Quality links to/from relevant websites
Appropriate use of title tags and meta data All about earning that spot
www.websquare.co.uk
Black vs White
Uses deception and trick tactics to gain rank
Often involves large scale automated programs - unnatural
Fast results, high risk Short term only
Presents quality, relevant content for users
Natural propagation of website content
Requires more time to see effects but is safer and more likely to withstand changes
Long term benefits
www.websquare.co.uk
Turning Black into White
Requesting Link Renting
Fake social media sites
Hidden/Cloaked Text
Reciprocal Links Article Spinning
Quality content for linksReal, quality social
sitesCSS tabs to control
viewed content Give & Receive Content Syndication
www.websquare.co.uk
Try Turning Black into WhiteBlack Hat White Hat
Request Link Renting Offer Quality Content for Links
Fake social media pages
Build real quality pages
Use CSS tabs to control visible contentHidden/Cloaked Text
Build reciprocal linksInbound links via give and receive testimonials
Article Spinning for content
Develop content syndication
www.websquare.co.uk
Ethics of SEO White = “Ethical” / Black = “Unethical” White or Black is about which side of the
guidelines you are on Either are tactics for SEO purposes Ethics involve disclosing any risks of chosen
tactics to the client True white hat is rare – even “white” SEOs are
doing something to gain SERPs rank Always ask for clarity on SEO techiniques