To be ranked first in search engines is certainly the desire of every website owner. One way that is often done is by optimizing SEO (Search Engine Optimization).
When optimizing SEO, maybe you have heard the terms "White Hat SEO" and "Black Hat SEO". Basically, these two techniques have the same goal, namely to increase the ranking of a website so that it ranks first and is easily found by search engines.
Even though they have the same goal, the techniques used are very different. Through the following explanation, you can see the differences between White Hat SEO and Black Hat SEO techniques.
Black Hat and White Hat Search Engine Optimization (SEO) techniques are aimed at the same thing: to achieve good results for a website in search engines. Both techniques aim to get a site to rank higher when someone enters a search query or a number of different queries.
Then, if a site ranks high i.e. on page one, users will be more likely to visit the site. However, there is a big difference between the two in that black hat SEO tactics are used to game the system, while white hat practices work within the system to achieve the best and sustainable results.
If compared, a black hat is like a child who cheats during school, while a white hat is a student who tries to improve his knowledge and quality of work to get the best grades. Can you already guess the general picture, Erzedka Friends? Read more below, OK..!!!
What is a Black Hat SEO Technique?
Black hat SEO is a set of illegal or unethical practices implemented by an individual or group of individuals in an attempt to improve search engine results for a website or group of websites. This strategy maximizes short-term profits for websites by exploiting loopholes, limitations, or blind spots in search engine algorithms.
Usually they use spammy practices that are bad for users. Maybe this technique was widely used in the past and helped your website appear easily on the first page of Google search results.
However, currently Google has updated its algorithm to display the best results according to the needs of its users. And if a website continues to use this technique, then the website can be deindexed (remove the website from SERP search engine results).
Therefore, as a website owner, it is very important for you to avoid Black Hat SEO techniques.
1. Black Hat SEO Techniques
Here are some of the most common techniques found in black hat SEO:
a. Keyword Stuffing
In order to rank, websites need to use certain keywords. This technique usually crams excessive volumes of keywords in an effort to send stronger keyword signals to search engines. This is done for the sake of making the website rank higher for the targeted keywords.
b. Hiding Keywords
Similar to Keyword Stuffing, hiding keywords involves changing the font color of the text so that they are invisible to the human eye. Invisible keywords are created to deceive search engines and give pages and websites a good ranking.
c. Link Spamming in Comments and Forums
To manipulate search engines with links, this black hat technique includes links to web pages in the comments section of blog posts and in other people's forums. Black hat technical practitioners believe that these links will send positive signals to search engines.
d. Link Schemes
Google details various link schemes that go against its webmaster guidelines. These include 'automated ways' of building links to websites, offering someone a free product in exchange for a positive review and link, and 'link exaggeration', where websites randomly exchange links with one another.
e. Misleading Redirects
If a web page is out of date or broken, the webmaster may redirect the user to another page. These unsolicited redirects redirect users to a page where they are located and usually with content that is different from that which can be read by search engine web crawlers.
f. Automated Content / Scraped Content
This is content created by bots which is often content with no content or no educational value, with the intent to deceive search engines.
g. Cloaking
Similar to Misleading Redirects, Cloaking generally displays different content between users and search engine bots. For example, a user is looking at an image while the image contains links and hidden text in the HTML that search engine bots see.
2. Black Hat SEO and Google Algorithm Updates
Black hat SEO tactics are primarily aimed at manipulating Google. Initially, this was one big problem for Google until the search engine giant released its Penguin algorithm update in 2012. Some of the most notable Google search algorithm updates are:
- Florida: penalizes websites that use the keyword stuffing method.
- Panda: penalizes websites that have low quality content.
- Penguin: penalizes unnatural linking practices.
Penguin examines manipulative tactics and introduces algorithms to punish websites that engage in them. If you were a webmaster or SEO expert for a website using black hat tactics back in April 2012, you must have experienced a big change when Penguin made those web pages invisible to the point where traffic and revenue plummeted.
Since then, Google has made more updates, ranging from minor to significant changes. Google makes updates to improve user experience (UX) to the point where it employs Search Quality Evaluators who evaluate pages against implemented guidelines.
Evaluations like these help inform and train Google's algorithms. Since black hat SEO doesn't optimize UX, every Google update goes against this tactic. For example Panda's algorithm lowers the ranking of web pages in search engine results pages (SERPs) that have poor content quality and too many ads. Ultimately the update is to reward web pages that offer users a quality experience.
3. How Does Black Hat SEO Ruin Websites?
Websites that engage in black hat SEO techniques will suffer several types of penalties such as:
- Algorithm deprioritization: Once Google's algorithms crawl a website and find these techniques performed on it, the website can suffer a significant drop in ranking. That website could just sink in Google's SERP list.
- Blacklisting: If this practice is severe on a website, Google may take steps to completely remove the website from its index.
In either case, Google will not notify the website. Websites that are banned or deprioritized should find out for themselves by searching their own site on Google or via a notification in their Google Search Console.
4. Why Do People Still Use Black Hat SEO Techniques?
People usually use black hat tactics so that they can trick search engines and get better rankings instantly. The algorithm has blind spots. Black hat SEO strategies are used to take advantage of these blind spots.
The people using this technique do not want to offer any value to internet users; their goal is just to have the highest rating and earn easy money.
Unfortunately, they sometimes don't consider the consequences of black hat SEO practices which will actually backfire on managed websites.
What is an Example of Black Hat SEO?
a. Cloaking
Cloaking is a practice where a website displays different content on the same URL depending on whether the person accessing it is a user (human) or a search engine bot.
This technique is usually used with the aim of manipulating search rankings and users.
b. Doorways
Doorways refers to the practice of creating several web pages that are optimized for similar keywords just to gain rankings and increase exposure through searches for those keywords.
One example of a doorways practice is having several landing pages with similar URLs and content, each optimized for similar keywords.
c. Hidden Text and Links
This is a practice where website owners hide text snippets or links on web pages to manipulate search rankings.
Some examples of practices include using the same text color as the page background color, hiding text behind images, or hiding links in characters that are difficult for users to see (for example periods or commas).
d. Keyword Stuffing
As you may already know, keyword stuffing is the practice of using keywords repeatedly in web page content to an unnatural extent so that it can disrupt the experience of website visitors in reading that content.
e. Spam Links
According to Google, link spam practices refer to all use of links, both internal links and external links, on websites that are only intended to manipulate search rankings on SERP.
Some examples of activities that Google considers spam links include buying and selling backlinks and also using automated programs to create links on websites.
f. Misleading Functionality
Misleading functionality is defined as a practice in which a web owner offers pseudo services or functionality on a web page to website visitors with the aim of manipulating search rankings.
For example, a web owner creates a web page that ostensibly offers a service for converting image files from PNG to JPG. However, if used, website visitors will instead be directed to advertising pages that are not relevant to the service.
g. Scraped Content
Scraped content is website content taken from other websites without any modifications or new information that presents more value to readers.
One example of a practice that is often carried out and includes scraped content is republishing content from other websites only by slightly modifying keywords or sentences in the content.
Such practices can be considered scraped content by Google even though you have included a link to the website source of the original content.
h. Spammy Auto-Generated Content
Spammy auto-generated content is content that is generated automatically by computer programs or bots just to get search rankings. This is certainly contrary to Google's recommendations, which suggest prioritizing user experience in content creation.
Some examples of content that can be considered spammy auto-generated content by Google include content that is generated, translated, or paraphrased using automated tools without human review.
What is White Hat SEO Service?
White hat SEO is a set of practices that concentrate on improving the quality of websites. This technique is applied by individuals or groups of individuals in an effort to improve search engine results for websites. White hat SEO also concentrates on sending the right cues to Google so search engines can recognize a site's purpose and authority.
This technique is the best step in SEO practice, because the technique used always follows search engine rules and is in accordance with Google algorithm updates. The better White Hat SEO techniques you use, the easier it will be for you to get a good position in Google search results.
This technique also takes into account Google's quality guidelines, guidelines from other search engines, and the foundation of a good user experience. In doing so, they optimize websites for user goals as well as search engine algorithms.
1. White Hat SEO Techniques
White hat SEO usually starts with an analysis of the website and its competitors. The goal is to find loopholes and problems with the signals that websites send to search engines. It is used to fix problems in websites so that search engines and users can more easily find websites that are useful for their purposes.
A well-thought-out content marketing strategy is one of the biggest do-it-yourself SEO aids. You can create more content to fulfill queries that users may have related to targeted keywords.
White hat SEO takes a long-term approach to optimization, so it can take a long time to get results. Here are some white hat techniques including:
a. Content Optimization
This technique optimizes any content on the managed site to suit its purpose. Most importantly, the content can interest users because it is informative or even entertaining. Content optimization can also create new content and revise old content to attract the target audience.
When creating content, make the most of it. Don't use excessive keywords, always use subheadings, and images that are relevant to the context of the content. If possible, also include content that will provide rich snippets, so that the opportunity for the content page to be in the top ranking will be even greater.
Search engines rate the increase in relevant, authoritative, and quality content, so they think the site deserves to be rewarded by ranking high in search results.
b. Technical SEO
Site meta-structure, internal linking, tags and keyword usage are just a few of the defining aspects from a technical point of view. An SEO audit can better evaluate technical issues and improvement opportunities. Websites that improve their technical SEO often see an increase in search engines.
c. Link Building
This technique prioritizes sharing useful content with other websites. Google and other search engines consider this a good thing because relevant links can help direct users to what they are looking for from a particular page.
Link building focuses on sharing information to inform users and search engines within the broader context of the internet. When search engines see this link sending cues from a continuous external website, it can result in a ranking increase.
White hat SEO concentrates on organic strategies that improve a website's ranking over time. This technique does require a longer time to achieve results. However, white hat SEO is suitable for working with search engines and users who want to experience the value of the website, products and services offered.
d. Do keyword research
To get the right keywords for your website, you first need to do keyword research first. Through keyword research, you can also find out what words or phrases are often searched for by website visitors.
And to do keyword research, there are several tools that you can use, such as Ubersuggest, KWFinder, Wordtracker, Moz, or Google Suggest. You can read the previous article about 12 free keyword research tools to find out how to use each of these tools.
e. Pay attention to the Meta Tags
Meta tags are an SEO strategy that helps display websites on search results pages. Meta tags will tell search engines (Google) about the content on your website.
There are several types of meta tags that you need to pay attention to, including meta title, meta description, and meta keywords.
What are meta titles? meta description? And meta keywords? Find the answer in the previous article regarding the meaning and types of meta tags for SEO. You can also find out how to create meta tags for your website.
f. Pay attention to website speed
To make your website in a good position, you also need to pay attention to the speed of your website. Website speed is usually characterized by how long the website takes to load when accessed.
When someone accesses your website with a long loading time, the visitor is uncomfortable and does not want to stay on your website for long.
Google says that 53% of website visitors will leave a website that has a load time of more than three seconds. Approximately how long does it take for your website to load? check using 3 tools to check website speed that we discussed in the previous article (Google PageSpeed Insights, GTMetrix, or Pingdom).
After checking the website speed, the tool will tell you about several things you can do to increase the speed of your website.
Apart from the 5 White Hat SEO techniques above, you also need to carry out On Page SEO techniques and Off Page SEO techniques which are also included in the White Hat SEO section as an SEO optimization strategy for your website.
2. Why is White Hat SEO Recommended?
White hat SEO is worth the time and money for many reasons. First, you can feel comfortable with what you offer users, both in terms of content, products and services.
Second, white hat SEO helps to be successful and get a solid ROI in the long term. This strategy doesn't try to manipulate Google's search algorithm — instead, it protects and improves the website for future algorithm changes.
Third, the business being run can be further developed as the website grows. White hat SEO focuses on the value of the site itself. When providing the best values through a website that is run, every aspect of the business will definitely follow it.
What is an Example of White Hat optimization?
Referring to the criteria above, there are many optimization techniques that can be said to be white hat that you can use to carry out SEO.
However, as an illustration, here are some EXAMPLES of optimization that are included as white hat SEO techniques:
- Create content that prioritizes user needs and desires (people–first content)
- Using keywords that users commonly use in searches and placing them in prominent and relevant locations on web pages, such as page titles, headings, alt text, and link text.
- Optimize page load speed.
- Adding descriptive meta tags on web pages.
- Optimizing internal links on the website to make it easier for search engine bots to crawl.
- Optimize the appearance of web pages on SERP by adding images, videos, or structured data.
What is the consequence of a website engaging in black hat SEO practices?
There are at least two negative consequences that your website can get from implementing some of the black hat SEO techniques above.
1. Decrease in Search Ranking
The first consequence is a significant decrease in the search ranking of your website on the SERP as a result of the search engine algorithm update.
As you already know, search engines like Google regularly update their search algorithms. Apart from improving user experience, these various algorithm updates are also designed to detect the use of black hat practices that can harm users.
One example is Google's link spam update which is designed to prevent web pages that use link manipulation techniques from appearing in Google search results.
2. Manual Penalty
Websites that use black hat SEO techniques also have the potential to receive manual penalties from search engines.
Manual penalties occur on websites when reviewers find that the website uses manipulative practices that harm search engines and users. If your website gets a manual penalty, all of your website pages could disappear from search engine search results.
White Hat SEO vs Black Hat SEO: Which One Should You Choose?
Successful SEO techniques are not necessarily the best techniques for you to choose. Meanwhile, the best technique will definitely work.
From the explanation above, we can see that white hat SEO and black hat SEO techniques can both bring your website to success in gaining visibility on search engines.
However, to choose the best technique, we need to include other considerations, namely the risks that your website might encounter. From this perspective, the wisest choice is to use white hat SEO techniques and avoid black hat SEO techniques.
Although using black hat techniques may seem like a shortcut that can provide more instant results, white hat techniques offer better benefits in the long term.
This is because apart from avoiding all forms of search engine penalties, your website will be more attractive to visitors because it has a good user experience.
Conclusion
The main difference between White Hat SEO and Black Hat SEO is ethics. White Hat SEO follows established rules and guidelines with the aim of improving website quality and providing a good user experience. Black Hat SEO ignores established rules and guidelines and focuses more on increasing website rankings in unethical ways.
Search engines like Google will also reward and place high value on content optimized with White Hat SEO, while content optimized with Black Hat SEO is often penalized or removed from search results.
Therefore, if you want to increase your website ranking ethically and in accordance with applicable regulations, then you must use White Hat SEO.