Search Engine Optimization is one of the most important tools in online marketing. SEO is an essential component of any internet marketing campaign as it helps to increase the visibility of a website. This is achieved through higher rankings on search results. Research has shown that consumers only give consideration to links that appear on the first two pages of search results. This means that if your site appears on the second or subsequent pages of search results, your visibility reduces to almost zero, making it difficult for you to make a sale. In a bid to ensure they get the highest search engine ranking possible, business owners and SEO experts may be tempted to use SEO tactics that are unacceptable. Since most people use white hat SEO tactics, others may try to tilt the balance in their favor by including black hat tactics in their internet marketing campaign. Unfortunately, this is a high-risk strategy that is bound to have negative long-term results.
Black Hat SEO
Major search engines have been updated several times to ensure that the search results they produce are more relevant to what the user is looking for. As a result, some tactics have been banned by search engines. These are what is now known as “black hat” SEO tactics. The best example of this type of SEO tactic is keyword stuffing or excessive use of keywords on a web page with the aim of improving search engine rankings. Others include; using hidden texts and links, doorway and cloaked pages, blog comment spamming and link farming among others. Unfortunately, some people still do not know these tactics are unfavorable, so they use it regularly and suffer the consequences, which may include; de-indexing, blacklisting, and penalization through a lower ranking. The site may also be banned.
White Hat SEO
This is the use of accepted or approved strategies that conform to the rules of the search engine and do not involve any type of deception. These strategies offer long-term results, which are beneficial to the user. Examples of white hat SEO tactics include; publishing high quality, relevant and original content on a website, quality web design, re-writing meta tags and creating backlinks from reputable authority websites. When properly implemented, these SEO tactics can increase the search engine ranking of a website significantly.
While some people may be able to apply white hat SEO tactics on their website without any assistance, it is always advisable to hire a professional of high repute to optimize the site and make sure that no black hat tactic has been used.
If your business would like to utilize white hat SEO techniques that will result in your website attaining better rankings and will greatly improve the effectiveness of your website, contact L4 Group. L4 Group specializes in local SEO services for all types of small and medium-sized businesses all over the United States and Europe. We have a proven track record of helping business owners and marketing executives develop effective solutions and programs. L4 Group’s marketing strategies will increase traffic, increase sales, and increase profitability.