So, there’s a pretty good chance you’ve been hearing about Search Engine Optimisation (SEO) and how it could work wonders for your website… But what exactly is it? And how do you get started? Firstly, we’ll need to know exactly what SEO is.
Search Engine Optimisation is the practice of enhancing pages of your website to increase your chances of being found by a search engine. When you enter a search term into any major search engine such as Google, Bing or Yahoo the results found by the search engine are displayed in order of relevance (also known as ‘search ranking’). The more relevant your page is to the search terms, the higher in the list you will appear, or ‘rank’. The higher your page ranks in searches, the more likely you are to be found and clicked on by potential customers! Ranking high in search results and driving traffic to your website is the primary goal of SEO.
Traditionally there are 2 major optimisation techniques ‘black hat’ and ‘white hat’. The recent competitive nature of SEO has seen a third ‘grey hat’ technique emerge, which is still somewhat undefined. Read about the differences below:
White Hat SEO
White hat SEO is the most popular technique and is considered the ‘correct’ or ‘ethical’ approach to optimisation. It utilises methods and techniques that align with the published guidelines of search providers to generate natural or ‘organic’ search results. White hat techniques include quality relevant content creation, ‘keyword’ (or search term) research, inbound linking (other sites linking to your page) and optimisation of your web page’s backend code to name a few. In short, white hat SEO means creating relevant, high-quality content for your users. With the right white hat SEO techniques, you can expect a gradual, steady, sustainable increase in your web page’s rankings.
Black Hat SEO
Black hat SEO is the comparative opposite to white hat and is considered the ‘unethical’ approach to optimisation. It seeks to exploit various weaknesses in the algorithms of search engines hoping to trick them into a higher ranking. This technique usually does not align with the published guidelines of search providers, particularly Google. Black hat uses deceptive tactics such as ‘keyword stuffing’ (deliberate and irrelevant overuse of keywords) and ‘link spam’ (creating fake websites which link to your own) to falsify the legitimacy of a website. Black hat techniques may yield quick results but it’s unlikely they will be sustainable. Search providers may even decrease your rank or omit your page from search results if they happen to catch on to your shady tricks. Beardbot does not recommend the use of black hat optimisation techniques.
Grey Hat SEO
Grey hat SEO is slightly more difficult to define clearly. It refers to the use of techniques that are not very clearly defined in the published guidelines of search providers. While less risky than black hat, grey hat SEO still uses unethical techniques over genuine quality content. While grey hat may also yield fast results, it is still tempting the fate of any search provider. There is no telling how a search provider may respond to your exploitation of their service. You may find your page penalised or blacklisted if the providers don’t take kindly to your cheeky doings.
To find out more about Search Engine Optimisation and how Beardbot can to help your business grow contact us today!
Sunday, Jun 24, 2018