In the SEO world, two terms are often thrown around by marketing companies: white hat and black hat. While you may have heard the terms, you may not understand the difference.
White Hat SEO
The good guys in white hats are an appropriate visual for this type of search engine optimization. These techniques are approved by the search engines and don’t use deception to gain rankings. It is also called ethical SEO.
Methods used in white hat SEO include using keywords, creating back links, link building, and creating quality content. The focus is on human readers as opposed to impressing search engines.
Black Hat SEO
This technique uses methods that are not generally approved by the different search engines. They can be effective for a while, but will result in the website losing its ranking position or being banned. These methods include cloaking, automatic content generators, hidden text, and doorway pages.
Black hat techniques can be used in the white world with ethical practices, but they are often used in unethical ways. If you own a website and are hiring an SEO firm to improve your rankings, you need to know what practices they will be using.