SEO: “White Hat” vs. “Black Hat” Techniques

Search Engine Optimization

Search Engine Optimization (SEO) is the process of affecting the online visibility of a website or webpage in a search engine’s unpaid results. The results are referred to as natural, organic or earned. The higher the rank on a search results page and the more frequent a website appears in the search results list, the more visitors it will get from the search engine’s users. Hopefully, these visitors will turn into customers. There are different types of searches such as image searches, video searches, academic searches, news searches, specific industry searches, local searches and national or international searches. In May 2015, mobile searches surpassed desktop searches.

SEO is used as an internet marketing strategy by researching how search engines work, what people search for, the search terms or keywords people use to search, and which search engines are preferred by their particular demographic. Optimizing a website may include editing content, adding content, doing HTML, and coding to increase relevance to specific keywords. There are two broad categories of SEO. White Hat techniques are recommended by search engine companies as part of good design. Black Hat techniques are not recommended by search engine companies because the results from White Hat techniques are longer lasting. Those that use Black Hat techniques anticipate that eventually their site will be banned, either temporarily or permanently, once their techniques are discovered.

Techniques should conform to a search engine’s guidelines and contain no deception. The content a search engine indexes and ranks is the same content the user sees. An example of a Black Hat technique would be to use hidden text or to give a different page depending on whether the page is requested by a human visitor or a search engine. When search engines discover that Black Hat techniques are being used, they may reduce the ranking or eliminate the listing from their database. As an example, in February 2006, Google removed BMW Germany and Ricoh Germany for their use of Black Hat techniques. Since then, both companies repaired their pages and were restored to Google’s list.

If you are ready to rethink your marketing strategy and want to expand and enlarge your customer base, SEO is the best way to do it. Briodigital is a client-focused, results-oriented and full service digital and production company. Our team of experts combine creativity with insight and expertise to develop websites and programs designed to produce effective and efficient results and we offer 24-hour technical support. Call us for additional information at 888-310-8074 or email

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