In the SEO industry, specialists wear differently coloured hats. Well, not literally. Depending on the principles that they follow, they optimise sites for search engines using different tactics—white hat, black hat, or grey hat. The colours of the techniques depend on how closely they follow a search engine’s terms of service or conditions.
The type of tactics one uses determines how fast the site will rank high on search engine result pages (SERPs). However, it also determines whether the site will stay on SERPs as some techniques may result to the site being banned from search engines.
White Hat SEO
When a specialist uses white hat SEO, it means that they are strictly following the rules and guidelines set out by search engines. Consequently, when an update on a search engine’s algorithm is rolled out, the site with white hat SEO is less likely to be affected and penalised. Moral stance is not usually the reason for choosing white hat SEO—it is simply taking precautions. It may be safe to use this technique, but it may take months before it renders positive results.
Black Hat SEO
Although using black hat SEO increases a site’s ranking in a SERP it is still considered a disapproved practice. Black hat SEO tactics include keyword stuffing, hidden text, doorway pages and content automation, among others. Utilising such method means going against search engines’ terms of service. Moreover, when a site is detected with black hat SEO, it will be banned from search engines and affiliate sites.
Grey Hat SEO
Given the set of rules and terms provided by search engines, SEO tactics or techniques should only fall under white hat or black hat SEO. In reality, SEO is a wide spectrum where some elements remain undefined as either white or black. SEO specialists take advantage of this area—known as grey hat SEO—as it is speeds up results and minimises the risk of search engine penalties. However, one should consider it a risky SEO practice. Just a thread away from black hat SEO, grey hat SEO may still result in the site being banned from search engines and affiliate sites.
At Search Group, we consider the security of our clients’ business. We understand the value you put into your company and that you are in it for the long run. Hence, we use what we consider as ethical SEO—white hat methods. It might take longer to render positive results compared to other practices, but we won’t do anything to jeopardise your site and harm your online presence.
Search Group’s team of SEO specialists use technical SEO methods considered as white hat SEO. This includes keyword analysis, backlinking, link building and writing content for human readers, among many others. At Search Group, we keep abreast the latest updates regarding search engine rules and policies.
For more details on the various digital marketing strategies that Search Group employs, contact us now.