Seo In Black And White

Search engine optimization takes many different forms

. It isnt just a matter of having the right keywords in the right places. Indeed, even with keywords people can sometimes take things to the extreme. There are two main types of SEO that have since been identified one good and one bad. Black hat versus white hat SEO show you what to do and what to avoid.

Steer Clear of Black Hat SEO

Black hat SEO is considered unfair against legitimate sites and even manipulative of search engines. It has earned the name of black hat due to the negative design of SEO and the attempts by the creators to improve their rankings and push out other sites by techniques that many search engines are now built to avoid if possible.

Keyword spamming often comes first to mind when it comes to manipulative SEO practices. People will try to put in as many different keywords as possible into their content in order to convince search engines that their site is worth retrieval. Other more unscrupulous practices include adding microtext at the bottom of pages as well as invisible text. These things are available for the search engine to see, but visitors will never see them and therefore never really know why that site was returned to them if it isnt actually relevant to their search. Spamming can occur in meta tags and meta descriptions as well.

Another practice is link farming, in which the site creator will trade links with multiple sites just to convince the search bot that his or her site is more popular than it actually is. When the search engine looks around and sees other sites linking to yours, it makes it look as though your site is prevalent within multiple circles. However, search bots are smarter and will often be able to see through such schemes.

Yet another trick is to create what are known as doorway pages. These pages are made to look useful to a search engine, but in fact do nothing more than to route visitors to a different page. They contain nothing of value and are only a ruse to attempt to yet again convince search engines that they are relevant.

Put On White Hat SEO

The opposite of black hat SEO is, naturally, white hat SEO. White hat SEO includes the good and legitimate techniques of SEO that you can find working today. When it comes to keywords, white hat SEO encourages the use of popular keywords, continuously making sure they are refreshed with relevant content, and making sure that keyword density remains consistent. Once you get outside typical keyword density, you begin to look as though you are spamming and may start to wander in the direction of black hat SEO.

You can skip link farming and instead when you find or speak with the creators of blogs and other legitimate sites, you can request that they add a link to your site. If they want to, they will. Sometimes you wont even have to ask. These genuine inbound links are looked upon favorably by search engines and give you an authenticity that link farming does not.

When it comes to doorway pages, skip those and instead make pages that contain all sorts of usable content. This allows you to spread out your information, use additional keywords, and have a better chance at being found. Likewise, including keywords with H1, H2, and H3 tags that will interest search bots as they crawl your site.

Skip black hat SEO practices and work hard on white hat SEO. The result means steady traffic and people who want to be at your site.

by: Gary Klingsheim

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