Your guide to black hat and white hat SEO
Article topics
- What is black hat SEO?
- The issues black hat SEO can cause
- The different types of black hat SEO
- Why do people use black hat SEO?
- How to check if black hat SEO affects your website
- What is white hat SEO?
- Are there any other types of SEO?
- Which is best? Black, white, or grey hat SEO?
Search engine optimisation (SEO) is a great way to make your website stand out in Google and other search engines.
However, some methods for reaching the first page of the search engine results are better received than others. Some strategies might get you the coveted number-one spot, but your website’s reputation could take a hit as a result.
In this article, we’ll explore the differences between black hat and white hat SEO and see which approach is the right one to use.
What is black hat SEO?
Black hat SEO refers to the practices undertaken to get a website to rank in the search engine results that go against the search engine guidelines.
It’s referred to as ‘dark hat SEO’ and ‘unethical SEO’.
The term originally referred to hackers who illegally accessed websites and stole data. However, the SEO community later adopted it.
At the turn of the twenty-first century, there were few guidelines when it came to SEO. The more you used specific keywords on your website, the better your chances of ranking for them.
However, this led to unscrupulous websites exploiting the lack of rules. This meant spammy, low-quality websites were more likely to rank high, frustrating users.
As a result, the search engines began to introduce strict guidelines, like the Google Search Essentials (formerly known as the Google Webmaster Guidelines) and the Bing Webmaster Guidelines.
The search engines created these guidelines to reduce the effects of black hat SEO, and punish the websites that used it.
The issues black hat SEO can cause
Is black hat SEO illegal? No, the majority of black hat SEO techniques won’t get you in trouble with the law (with a few exceptions.)
But black hat SEO can lead to significant negative consequences if the search engines find you out.
The main issue with black hat SEO is that it can lead to your website being penalised in the search engine results.
The search engines use a combination of complex algorithms, manual reviews by human specialists, user reports, and machine learning to identify websites using black hat SEO techniques.
This can mean your pages drop in the search engine rankings. In the most severe cases, the search engines may remove your website from the results entirely.
And given that around 93% of all internet visits begin with a trip to a search engine, this can result in a significant loss of traffic.
Black hat SEO can also lead to a loss of reputation and negative publicity. For example in 2011, US department store J.C Penney came under fire for taking part in a scammy link scheme. While J.C Penney quickly fixed the issue, they are still well-known for the faux pas to this day.
The different types of black hat SEO
Here are some of the black hat SEO strategies you might see on certain websites.
1. Keyword stuffing
Keyword stuffing is when websites force keywords into webpage content like page copy, anchor text, meta descriptions and page titles, in the hope of ranking for that specific word.
This can make content appear spammy, unnatural, and repetitive, providing low value to visitors.
2. Private blog networks and link farms
Private blog networks (PBN) and link farms are groups of websites whose sole purpose is to provide backlinks for other websites.
While some people use the two terms interchangeably, there are differences. PBN sites are typically higher quality and more relevant, while link farms are lower quality and more spammy.
However, both are regarded as ways to manipulate the search engine results, meaning they’re considered a black hat SEO technique.
3. Cloaking
Cloaking is when one version of a website is shown to visitors, and another is shown to the search engine crawlers. Black hat SEO specialists do this by hiding text behind images or using text that’s the same colour as the background of the page.
This means a website can rank for one term and show totally different content to people who visit the site.
4. Doorway pages
A doorway (or gateway) page is optimised to rank for a particular keyword, but instead redirects a visitor to another page.
Like cloaking, this means the search engine crawlers and site visitors see two different pages.
5. Content scraping
Content scraping is when people or bots copy content from one website and use it on another without permission.
Black hat SEO specialists do this as it’s an easy and speedy way to create content. However, this can result in copyright infringement.
6. Content spinning
Content spinning is when you rewrite someone else’s content to make it sound unique – either manually or by using artificial intelligence (AI) tools.
Similar to content scraping, black hat SEO specialists use content spinning to quickly create significant amounts of content.
7. Comment spam
Comment spam is when you post irrelevant comments on other people’s blog posts with the aim of getting backlinks for your site.
This strategy isn’t as relevant as it used to be. Many blogs now block or heavily censor comments, and links are generally no-follow ones, which don’t do much for SEO.
8. Negative SEO
Negative SEO is the process of intentionally damaging a competitor’s search engine rankings.
Black hat SEO specialists do this by creating spammy links pointing to competitors’ websites, generating fake negative reviews, or building fake social media profiles.
Why do people use black hat SEO?
The main benefit of black hat SEO is that it delivers results quickly. SEO is a slow process that can often take three to six months to see optimal results.
Black hat SEO leads to rankings sooner, although the results are typically short-lived.
Some industries are highly competitive, and black hat SEO is the only way businesses can stand out. For example, black hat SEO is common in the gambling and pharmaceutical sectors.
Some businesses aren’t aware they’re using black hat SEO strategies. For example, they might pay an agency or freelancer to improve their search engine rankings, but the company uses black hat SEO to get fast results.
How to check if black hat SEO affects your website
The easiest way to check if your website has received any penalties for black hat SEO is through Google Search Console. It’s free to sign up as long as you can prove ownership of your site.
Go to the dashboard on the left-hand side of the page and choose Manual Actions. If your site is free of penalties, it will say ‘no issues detected.’
If there are any problems, Google Search Console will explain what they are. You can then fix the issues and ask Google to reevaluate your website.
This can take anything from ten days to several months, depending on the size of your website and the scope of the issues. However once Google is satisfied that you’ve resolved the problem, your website will begin to rank again.
What is white hat SEO?
White hat (or ethical) SEO is the opposite of black hat SEO.
It refers to the use of SEO tactics that follow search engine guidelines, meaning there’s no risk of penalties.
In white hat SEO, the focus is on creating high-quality content that provides value to users. For example, through relevant keyword research, fast-loading pages, and unpaid guest posting.
White hat SEO also treats search engine crawlers and website visitors exactly the same.
Are there any other types of SEO?
Yes. As well as black hat and white hat SEO, there is a third type of SEO technique to consider: grey hat SEO.
Grey hat SEO refers to practices that fall between white and black hat SEO. While they don’t directly violate search engine guidelines, they’re not entirely legitimate.
A good example of grey hat SEO is buying backlinks. While buying links on other websites violates Google’s guidelines, many marketers still do it as it delivers results and generally doesn’t lead to penalties if done carefully.
It’s important to note that the search engine algorithms are constantly changing and evolving. This can mean a grey hat SEO tactic can quickly become a black hat one.
Which is best? Black, white, or grey hat SEO?
If you’re looking for long-term search engine rankings, white hat SEO is the way forward.
When working with an agency providing digital marketing services, don’t be afraid to ask about its approach to white hat or black hat SEO. At Xigen, we only use white hat SEO to ensure high-quality, sustainable results.
If you do decide to use black hat or even grey hat techniques, it’s important to understand the risks. Search engines are quick to react to SEO tactics that go against their guidelines, meaning it’s easy to lose out.
From WordPress website design to SEO services, we’re your one-stop shop for digital marketing. Get in touch today to see how we can help.
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