Black hat SEO refers to techniques and strategies used to
get higher search rankings, and breaking search engine rules. Black hat SEO
focuses on only search engines and not so much a human audience. Black hat SEO
is typically used by those who are looking for a quick return on their site,
rather than a long-term investment on their site. Some techniques used in black
hat SEO include: keyword stuffing, link farming, hidden texts and links, and
blog content spamming. Consequences of black hat SEO can possibly result in
your site being banned from a search engine and de-indexed as a penalization
for using unethical techniques.
White hat SEO refers to the use of techniques and strategies
that target a human audience opposed to a search engine. Techniques that are
typically used in white hat SEO include using keywords, and keyword analysis,
doing research, rewriting meta tags in order for them to be more relevant,
backlinking, link building as well as writing content for human readers. Those
who use white hat SEO expect to make a long-term investment on their website,
as the results last a long time.
Effectiveness of
white hat vs black hat SEO
SEO is part science, part art. There is a wide range of
opinion[1][2] in the SEO practitioner community regarding the effectiveness of
white hat vs black hat techniques. Most agree that white hat techniques take
longer to improve search rankings.
Consequences of Black
hat vs White hat SEO
Even though quick results make black hat SEO tempting, it
can get your site banned (de-indexed) or heavily penalized for use of unethical
practices. It is widely believed that the risk is not worthwhile for websites
that plan to be operational over the long haul. Moreover black hat SEO methods
give only short term results. White hat SEO can get your site ranked higher by
use of ethical techniques, good content, appropriate keywords and a combination
of smart marketing angles providing long lasting results.
Panda
Google's Panda update rewards websites that have
high-quality content. After this algorithm update, low-quality pages on the
site affected not just the ranking for those pages but for the entire website.
Penguin
Google's Penguin update was targeted specifically at black
hat SEO techniques using which some website owners had accumulated thousands of
links from "link farms". Thousands of such websites were penalized
due to the Penguin update. Webmasters were encouraged to remove bad links
pointing to their site. In some cases, they were able to do so successfully but
often webmasters cannot control who links to them.
Negative SEO
Because you cannot control who links to your site, it's
possible for a competitor to pay link farms to point "bad links" to
your website from poor-quality sites. Google's algorithms could penalize you
for these links, which would hurt your search engine rankings. Bing has a tool
that lets webmasters disavow bad links pointing to their website but Google
does not. Some analysts have criticized Google for letting their algorithm be
gamed with negative SEO.
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