White hat SEO conforms to the terms and conditions provided by search engines. It can improve a website’s ranking on search engine results pages (SERP), including Google results pages. By using white hat techniques, a website will rank well without the worry of being eliminated from the SERP altogether.
White hat SEO utilizes search engine optimization techniques that fit within the terms and conditions outlined by all the major search engines, including Google. The goal is to rank as high as possible on the search engine results page. By following the rules of best SEO practices, a website can continue to rank well, which in turn drives traffic to the website.
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Ranking well on Google is important. It ensures that when a person is searching for a certain keyword or phrase, that bit of content will appear on the first page of the results, increasing click-through rates. White hat SEO can ensure a site ranks well, but more importantly, it can ensure the site isn’t punished for bad practices.
The opposite of white hat SEO is black hat SEO, which involves optimization methods that don’t follow the terms and conditions of search engines. A common example is keyword stuffing. Websites create content that contains a high percentage of a certain keyword or phrase, making the content sound unnatural, but helping it rank well.
Web content that utilizes black hat SEO techniques is penalized by search engines. That might entail a drop in the SERP or being removed from search engine results altogether.
Ranking well on Google means following best practices for white hat SEO. Some examples include:
Including keywords and phrases throughout website content continues to be an important SEO technique, but it must be done properly. Keeping keyword density between one and two percent helps Google identify the content on the page, but it doesn’t interfere with the quality of the content, ensuring it will rank higher on the SERP. In addition, keywords should be utilized in all areas of the website, including meta tags.
Knowing white hat SEO techniques is important, but it is also important to know the black hat techniques to avoid. Those include:
It is important to engage in white hat SEO techniques, even if black hat SEO techniques may result in a better ranking. As Google’s algorithms for crawling the internet get better, black hat SEO techniques will be uncovered more easily, which will result in more websites being de-indexed. White hat techniques will ensure the website continues to show up on the SERP.