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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Why White Hat SEO is Important
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 marketing materials that contain 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.