Search Engine Optimization (SEO)
SEARCH ENGINE OPTIMIZATION (SEO)
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White Hat SEO vs Black Hat SEO
Black Hat SEO
Black Hat SEO is most commonly defined as a disapproved practice that increases a page's ranking in a search engine result page (SERP).
These practices are against the search engine's terms of service and can result in the site being banned from the search engine and affiliate sites.
A list of tactics and strategies employed by black hat SEO practitioners have been openly denounced on Google's Webmaster Guidelines and Bing's Webmaster Guidelines. "Is the work that I'm doing adding value to the user or am I just doing this for search engines to see?" is a litmus test on whether an SEO tactic would go against a search engine's webmaster guideline.
If no value is added to the user, but rankings are likely to increase, then your decisions are highly likely to be black hat. The same test can be applied to to paid search practices to determine whether an activity is considered black hat ppc.
White Hat SEO
White Hat SEO is the opposite of Black Hat SEO. Generally, White Hat SEO refers to any practice that improves your search performance on a search engine results page (SERP)while maintaining the integrity of your website and staying within the search engines' terms of service. These tactics stay within the bounds as defined by Google. Examples include:
Offering quality content and services
Using descriptive, keyword-rich meta tags
Making your site easy to navigate