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BLACK HAT
                      VS
           WHITE HAT
                      SEO

www.websquare.co.uk
Search Engine Optimization

    Increasing the visibility of a website on the
    organic search engine results page (SERP)

    Aim is for first page with top spot being ideal

    Well optimized site leads to increased traffic
    flow

    Performed both on-site and off-site

    Bigger impact from off-site SEO than from on-
    site


www.websquare.co.uk
Black Hat SEO

     Techniques that are in violation of the ToS of
     search engine guidelines

     Used to manipulate crawlers' view of web
     pages

     Focuses on getting front page/top spot rather
     than providing for users

     Obvious abuse of Black Hat results in penalties
     and possible blacklisting from SERPs

     Can have fast RoI but is high risk

    www.websquare.co.uk
Black Hat SEO

     Examples include:
           −   Hidden Content
           −   Keyword Stuffing
           −   Link Farms
           −   Doorways/Gateways
           −   Cloaking
           −   Link Purchasing/Renting

     Deceptive tactics

     Forces SERPs ranking
    www.websquare.co.uk
White Hat SEO

     Conforms with guidelines and standards

     Focus is on bringing relevant, quality content
     that visitors want

     Also about making this content easily found by
     crawlers and by extension users

     Good websites can get the best white hat SEO
     – natural sharing of content by users to others

     Can also help increase marketing value outside
     of SEO

    www.websquare.co.uk
White Hat SEO

     Examples:
           −   Unique, natural sounding content
           −   Good keyword research and effective keyword
               use
           −   Link building in related areas
                   
                          Inbound links are stronger than outbound links
                   
                          Quality links to/from relevant websites
           −   Appropriate use of title tags and meta data

     All about earning that spot

    www.websquare.co.uk
Black vs White

     Uses deception and          
                                     Presents quality,
     trick tactics to gain           relevant content for
     rank                            users

     Often involves large        
                                     Natural propagation
     scale automated                 of website content
     programs - unnatural        
                                     Requires more time

     Fast results, high risk         to see effects but is

     Short term only                 safer and more likely
                                     to withstand changes
                                 
                                     Long term benefits
    www.websquare.co.uk
Turning Black into White


     Requesting Link       Quality content for links
     Renting               Real, quality social

     Fake social media      sites
     sites                 CSS tabs to control

     Hidden/Cloaked Text    viewed content
                           
                               Give & Receive

     Reciprocal Links      
                               Content Syndication

     Article Spinning

    www.websquare.co.uk
Try Turning Black into White
        Black Hat                 White Hat

Request Link Renting     Offer Quality Content for Links
Fake social media        Build real quality pages
pages
                         Use CSS tabs to control visible
Hidden/Cloaked Text
                         content
                         Inbound links via give and
Build reciprocal links   receive testimonials
Article Spinning for     Develop content syndication
content

www.websquare.co.uk
Ethics of SEO

     White = “Ethical” / Black = “Unethical”

     White or Black is about which side of the
     guidelines you are on

     Either are tactics for SEO purposes

     Ethics involve disclosing any risks of chosen
     tactics to the client

     True white hat is rare – even “white” SEOs are
     doing something to gain SERPs rank

     Always ask for clarity on SEO techiniques

    www.websquare.co.uk

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Black Hat vs White Hat SEO

  • 1. BLACK HAT VS WHITE HAT SEO www.websquare.co.uk
  • 2. Search Engine Optimization  Increasing the visibility of a website on the organic search engine results page (SERP)  Aim is for first page with top spot being ideal  Well optimized site leads to increased traffic flow  Performed both on-site and off-site  Bigger impact from off-site SEO than from on- site www.websquare.co.uk
  • 3. Black Hat SEO  Techniques that are in violation of the ToS of search engine guidelines  Used to manipulate crawlers' view of web pages  Focuses on getting front page/top spot rather than providing for users  Obvious abuse of Black Hat results in penalties and possible blacklisting from SERPs  Can have fast RoI but is high risk www.websquare.co.uk
  • 4. Black Hat SEO  Examples include: − Hidden Content − Keyword Stuffing − Link Farms − Doorways/Gateways − Cloaking − Link Purchasing/Renting  Deceptive tactics  Forces SERPs ranking www.websquare.co.uk
  • 5. White Hat SEO  Conforms with guidelines and standards  Focus is on bringing relevant, quality content that visitors want  Also about making this content easily found by crawlers and by extension users  Good websites can get the best white hat SEO – natural sharing of content by users to others  Can also help increase marketing value outside of SEO www.websquare.co.uk
  • 6. White Hat SEO  Examples: − Unique, natural sounding content − Good keyword research and effective keyword use − Link building in related areas  Inbound links are stronger than outbound links  Quality links to/from relevant websites − Appropriate use of title tags and meta data  All about earning that spot www.websquare.co.uk
  • 7. Black vs White  Uses deception and  Presents quality, trick tactics to gain relevant content for rank users  Often involves large  Natural propagation scale automated of website content programs - unnatural  Requires more time  Fast results, high risk to see effects but is  Short term only safer and more likely to withstand changes  Long term benefits www.websquare.co.uk
  • 8. Turning Black into White  Requesting Link Quality content for links Renting Real, quality social  Fake social media sites sites CSS tabs to control  Hidden/Cloaked Text viewed content  Give & Receive  Reciprocal Links  Content Syndication  Article Spinning www.websquare.co.uk
  • 9. Try Turning Black into White Black Hat White Hat Request Link Renting Offer Quality Content for Links Fake social media Build real quality pages pages Use CSS tabs to control visible Hidden/Cloaked Text content Inbound links via give and Build reciprocal links receive testimonials Article Spinning for Develop content syndication content www.websquare.co.uk
  • 10. Ethics of SEO  White = “Ethical” / Black = “Unethical”  White or Black is about which side of the guidelines you are on  Either are tactics for SEO purposes  Ethics involve disclosing any risks of chosen tactics to the client  True white hat is rare – even “white” SEOs are doing something to gain SERPs rank  Always ask for clarity on SEO techiniques www.websquare.co.uk