What is White Hat SEO? by Certified Digital Marketing Agency, Absolute Digital
Updated: Oct 20, 2020
White Hat SEO refers to organically boosting your website's ranking on Google's SERP within the guidelines of Google's Webmaster. This includes posting original and relevant content, domain authority (DA), meta tag, mobile responsiveness, and more...
As opposed to Black Hat SEO, White Hat SEO is considered the ethical way of ranking your website on Google. This method is sustainable long-term and would not harm your website's ranking or cause it to be banned eventually.
Connecting with your audience
White hat SEO connects with your audience through relevant keyword contents in your website in 2 different levels. On-page SEO and off-page SEO. To understand the differences, on-page SEO is whatever optimisation that occurs within your website and off-page SEO is whatever optimisation that happens on Google itself.
For instance, on-page SEO is creating blog articles relevant to your business such as knowledge-based or related news articles. Other than the value-added factor, Google also takes into account the 'freshness' of the articles. Newly published articles will have a greater impact than old articles because many other websites would have already covered that topic. Mobile responsiveness web design is optimising your website to the different devices the end-user will view your website from such as desktop, mobile phone, and tablets. Google takes this into account when ranking your website on their SERP too. For a full list of things to optimise for Google, you may read this article on all you need to know about Google SEO.
Off-page SEO on the other hand, are optimisation that is on Google page itself which includes keyword research from Google Trends which indicates the demand for certain keywords you may want to rank for. The higher the demand the more potential search volume and views you are going to get when you successfully rank on page 1 of Google's SERP.
Why White Hat SEO
While using white hat SEO guarantees that your website will not only be found on Google, it also makes sure your website will stay there. This method is the correct way in which Google's algorithm matches the most relevant and value-added content to the user's searches. However, this way of optimising can take awhile. Some people choose to take the shortcut which involves spamming your website with content and links from a not credible website which is considered as unethical, also known as black hat SEO.
The issue with using black hat SEO is that Google will eventually find out and penalise your website by lowering your ranking or even worse, removing your website from Google entirely. As a business owner who has spent time and effort to rank on Google, this is the worst-case scenario and thus we do not recommend using black hat SEO.