Search Engine Optimisation (SEO) is the process of increasing the visibility of a website to users of a search engine.

The two major types of SEO’s are White Hat SEO and Black Hat SEO. They differ in a lot of aspects, with White Hat SEO being considered the ‘’best’’ option. 

To further explain the differences, let’s have a better look at both of them.

White Hat SEO

White Hat SEO, the best option, it follows the guidelines of the major search engines including Google, Bing and Yahoo. Therefore, it is safe with little risk factor.

To increase the website’s visibility, White Hat SEO uses keywords and meta tags so that it is more likely for your website to appear as a result of the user’s search. The closer the keywords are to the user’s search words, the higher your website will be in the search engine’s ranking. Also, the keywords need to actually appear in the website’s content so the user isn’t confronted with anything they do not look for, this would appear spammy and give a bad impression to the visitor.

A vital part of White Hat SEO is acquiring links; if a high-quality website provides a hyperlink leading to your website; it is likely that your website will appear high quality to search bots as well. Additionally, more users will notice your website.

White Hat SEO provides the user with longer, explicit content to increase the interest in your website.

Last but not least, White Hat SEO should always include guest posts; outside experts providing content for your website will lead to an extension of authority and exposure and it will help to gain more hyperlinks.

 Black Hat SEO

Now, let’s focus on the more risky option. Black Hat SEO is mostly auto-generated, which can lead to keyword stuffing in order to get as high in the search engine’s result ranking as possible. This means the content often is not related to the used keywords. The user clicks on your website, expecting to find results for their search, but is faced with something completely different because the keywords match their search, but they are different from the website’s actual content.

In addition to that, it often contains cloaking techniques, so the actual content of your website appears different in the search engine than it does in the user’s browser. Another common issue with Black Hat SEO is doorways pages. Through doorway pages, the user can be led to another website, although they clicked on yours. It is deliberate manipulation of search engine indexes and will cause the user to not see your website’s actual content. 

All these aspects distract from your website content and will leave the user frustrated. That’s why Black Hat SEO has the reputation for being not ‘’clean’’ in comparison to White Hat SEO. It simply brings more risk factors, yet is very common, even in the major search engines. 

Image Line can help you with high-quality White Hat SEO, content creation. Please contact us for more information.