Search engine optimization can be carried out using either of two techniques mentioned below:
- White Hat SEO
- Black Hat SEO
It is often said that there is no shortcut for success. People who firmly believe in this notion always opt for White Hat SEO techniques for optimization. As the name suggests, these techniques help achieving the desired results in an absolutely fair way.
On the other hand, there are many people who fall prey to Black Hat SEO techniques in their bid to get listed in top search results pages within a very short span of time. This is not the right approach as Black Hat SEO methods often do more harm than good to any website. So, such techniques need to be avoided at all costs.
White Hat SEO
It is an ethical way of carrying out Search Engine Optimization. Using this, one can achieve natural search listing for their website over a long period of time i.e. you need to be really consistent and patient to achieve success with White Hat SEO. But, once you that, your website will be able to sustain that needs to be adopted by every webmaster for their websites.
An important criteria to succeed using above ethical method of SEO is to keep yourself away from the temptations to try out unethical means (or Black Hat SEO) for instant success. Kindly remember that optimization achieved through such unethical ways will be extremely short-lived. In today’s world, it is difficult to stay away from various shortcut techniques recommended by some people for SEO success. Novices may not understand the difference between White Hat SEO and Black Hat SEO which could lead to unknowingly implement unethical techniques for SEO. So, every website owner should familiarize himself / herself with the concept of White Hat SEO and remember the key points associated with it. This will help them to keep their websites genuine without any penalties being imposed by search engines.
Important tips for White Hat SEO
Always adhere to the ethical rules and guidelines of search engines as per global standards. Make sure you get familiarize with them as much as possible. For example, one needs to always stick to Google’s code of practice.
Before launching a website for the first time or optimizing it, go through to webmaster guidelines and keep yourself updates.
Original copies of website needs to provide to crawlers as well as readers (visitors). One should never try to deceive the crawlers by submitting a non-original copy of website.
The content as well as images created / used in any websites should always be form of the point of view of targeting site visitors. In other words, these should not be manipulated with the aim of impressing search engines. If the visitors are impressed, search engines will automatically be impressed.
Black Hat SEO
As mentioned earlier, this unethical way of optimization will cause more harm in the long term which won’t be evident at the start. Things might rosy initially after you adopt these methods, but your website will suffer significantly in the long run. For example, when Google realizes that a website is spamming or trying unethical means to impress the search engines, that particular site will be removed and the domain would be blacklisted indefinitely. That would be some irreparable damage and then you will be left with no option but to purchase a new domain and start a new website. All the earlier traffic will be lost and you will have to start from zero again.
Often Google introduces new penalties with regular algorithm updates for websites implementing different Black Hat SEO techniques. No search engine would prefer a scenario where a website appears in SERPs due to some manipulative Black Hat methods, but, doesn’t provide the visitors with required information. Search engines have become smart enough to track such websites and penalize them heavily (by deindexing them from search engine results). The days are gone when a website owner could fool the search algorithms of any search engine (especially Google). The algorithms have been made too complex and smart for any layman to understand it.
I’m a freelance Web Designer and SEO Expert I have been working as a web designer and Search Engine Optimiser for over 8 years, and have done lots of work over that time. My skills cover many aspects of graphic design, web design, illustration, search engine optimisation (SEO), Social media optimization (SMO) & Search engine marketing (SEM) and other technical knowledge.
Web Presence and SEO 
An interesting discussion is worth comment. I believe that
you need to publish more on this issue, it may not be a taboo matter but
generally people do not talk about such subjects. To the next!
Cheers!!
LikeLike