Search Engine Optimization: Types & Examples – Video & Lesson Transcript

White Hat SEO

White hat SEO helps improve a website’s performance while still following the rules and regulations of the search engine. Say, for example, if a company used Google, they would abide by their terms and conditions when utilizing their SEO services.

White hat SEO is a longer lasting technique than the other types of SEO because you’re abiding by the rules and regulations. It offers quality content and uses keywords to help consumers find a business’s website. You may also pay for ads to help promote your website and get more customers to visit as well.

Utilizing other tactics that are illegal could cause your company to be banned from a website such as Google. Being banned from a search engine would have effect on your sales and brand recognition. It’s essential to make smart business decisions and use SEO that will have a long-term presence. Although you have to pay for SEO, it is beneficial to get the data needed to improve performance.

Imagine that you want to gain some attention for your website that sells army figurines. You want to make sure you follow all of Google’s terms and conditions. You utilize keywords to help users find the different figurines you have on your site. Using ads also will help the business gain more recognition, so you decide to utilize pay-per-click advertising to be able to earn more brand recognition and increase sales. You followed all the rules and used white hat SEO.

Black Hat SEO

Black hat SEO is a way a company can increase their ranks in SEO by violating the search engines terms of service. Black hat is often used for people who use the internet to perform illegal actions such as hacking, sending viruses, or by performing any unethical behavior online. Using black hat can get a company banned from a search engine because they’re breaking the rules. It isn’t worth it for a company because, when caught, it will affect their profits.

Black hat SEO may be used to report multiple competitors to help eliminate them from the search engine, thereby moving higher on the list. They also can use spam on blogs, hidden texts, keyword stuffing, or use paid links. Keyword stuffing is when a company enters keywords into the website so the search engine will scan it but the users can’t see it. In this way keyword stuffing is another way to make your website appear at the top of a search engine.

Paul owns a website where he sells watches online. Paul wants to be at the top of the list when a person searches for a product. He decides to use keyword stuffing to make sure Google scans the word ”watch” plenty of times. He also uses hidden texts to make the keyword ”gold watch” the same color as the website’s background. Google finds out about Paul’s tactics and bans him from using SEO for Google. Although it temporarily helped his sales, the long-term sales he could have had through Google isn’t possible now.

Grey Hat SEO

Grey hat SEO is, as you might guess, in between white hat and black hat. It utilizes techniques to purchase old websites and displays duplicate information and buying links. Businesses may use an old website to load in more of their keywords to help gain recognition and link customers to their other website.

Companies may display duplicate content for the sole purpose of getting more attention on a search engine. Having another company pay for a link to be on your site isn’t allowed by search engines and could get you banned. When it comes down to it, it’s possible you could get away with grey hat SEO techniques because, depending on the situation, it may not be against the terms and services.

Let’s go back to Paul who sells watches. Instead of using black hat SEO he decides to utilize grey hat SEO on another search engine. He has a company pay for their link to be put on his website. Although Yahoo SEO hasn’t found out, when they do, Paul could be banned from the website. It’s best for Paul to give the money back and take the link off to allow his company to be present in all future searches.

Lesson Summary

All right, let’s take a moment to review what we’ve learned about search engine optimization (SEO) and the different types that exist.

We learned that, first, there is white hat SEO, which helps improve a website’s performance while still following the rules and regulations of the search engine. If a company used Google, for example, they would abide by their terms and conditions when utilizing their SEO services.

On the other hand, there is black hat SEO, which is a way a company can increase their ranks in SEO by violating the search engine’s terms of service. Black hat is often used for people who use the internet to perform illegal actions such as hacking, sending viruses, or by performing any unethical behavior online.

And, finally, there is grey hat SEO, which is between white and black hat and utilizes techniques to purchase old websites and to display duplicate information and buying links.

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