Getting ranked in the top search engine result page is a long competitive race. In every game, who plays fair wins. But there are some who cheat to win. In the SEO game, this is called White Hat SEO techniques and Black Hat SEO techniques respectively.
White Hat SEO techniques help to get high ranking on SERP and promise to maintain it for months. But it is time taking technique. On the other side, the Black Hat SEO technique can boost your ranking and website visibility quickly but with the promise of short term success and high risks.
Here are a few more details on both SEO Techniques.
White Hat SEO Technique:
Every SEO effort that is executed ethically by following the ranking guidelines of Google. Meta title optimization, meta description optimization, guest posting, keyword research, internal linking, etc are some famous examples of white hat SEO technique.
Black Hat SEO Technique:
Black hat SEO is just opposite from the White hat SEO technique. It means it does not follow google guidelines and algorithms. If a Google crawler finds that you are using black hat techniques to rank, it can de-index your website and even de-rank the website on Google SERP.
Black hat SEO Techniques :
In this technique, two sets of information are delivered. One set of information is for Google crawler and another set of information is for users.
You can better understand it with this example. An example of cloaking would be you are searching for pet animals; but instead of landing you to a page full of information and images about pet animals, the result leads you to a spammy movie downloading site. Search engine crawlers usually don’t index clocked sites but in case they get indexed by Google, they get removed at the same moment, they are noticed as cloaked sites. Google penalizes these websites by de-indexing and de-ranking them.
Google follows a set of standard rules. There is a limitation for the no. of keywords to put on a single page. Many digital marketers have a misconception regarding keyword placement. They stuff a page with targeted keywords rather than placing them strategically across their content. By doing so, they hope to get a high ranking on SERP. Stuffing keywords harms the readability of content and makes it a magnet to attract the Google penalty.
Just to rank high on Google SERPs, keywords should not be used more times in such a short paragraph. Keyword stuffing is against Google rank guidance.
Sometimes, to not disrupt the readability of content, digital marketers try to hide the excessive keywords from users. How? They change the keywords text color to match with the page’s color, making them invisible for the users but still visible for the crawlers.
The main motive of this is that crawlers will be able to find the keywords and rank the content while the content still makes sense to the readers. Many sites consider keyword stuffing as a “sneaky” way to rank higher, but earlier Google will figure this “Black Hat Technique” out and will penalize those sites.
Key Point: After writing or optimizing your content, calculate its keyword density.
Keyword Density = No. of times a keyword is used / Total no. of words in an article
The ideal keyword density should be 1 to 3%. Exceeding the percentage signifies that you have stuffed your website content with too many keywords. A good keyword tool can suggest the best keywords that you can then place across your content in a natural manner.
Copying the content from another website and paste it originally on your website comes into the category duplicate content. Google considers it as plagiarized content. And once google’s consistently crawling spiders find the duplicate content, it de-indexes them immediately.
You can find no. of plagiarized content detectors on the internet, from where you can test your content. Most of them also have information about the original source from where the information is copied.
Doorway and Gateway Pages:
Doorway and gateway pages are filled with content that holds no value to the user, but they are rich in keywords and CTA’s. In this type of technique, users are redirected to a different landing page; therefore, these pages are also considered a modified form of redirects.
Yet, doorway and gateway pages are still visible in search engines since they are rich in keywords. But as soon as Google finds them, it penalizes them heavily.
For example, BMW has experienced the wrath of Google for gateway and doorway pages. BMW’s German site www.bmw.de was using doorway pages to rank and drive traffic. Google identified the usage of that black hat technique and gave BMW’s site the death penalty. It de-indexed every page of bmw.de from its database and reduced the page’s domain authority to 0.
Nowadays, several marketers are using clickbait titles to get more clicks and drive more traffic to their domain in the hope that it will increase the ranking of their website.
Clickbait titles convince and make users click on the title. However, when they click on the websites and find out that the title is not related at all with the information given on the website and they exit the page. This increases the bounce rate and session duration. These two reductions can harm the authority of the site.
Link building is one of the most effective techniques of SEO. Inbound links from high authority sites boost a website’s ranking on SERP by increasing its DA and online credibility.
In the hope of gaining these three advantages, some marketers prefer the way to buy the links. They often begin paying a middleman to get a certain amount of backlinks. Those backlinks are not always from good DA sites, and they can either be from an unrelated blog or domains that promote spammy content. If a website has inbound links from such domains, it actually can harm the credibility and DA of the website massively.
I never suggest marketers use black hat SEO techniques in the hope that using this technique you can get a high ranking on Google.
Moreover, Google is updating its algorithm every day. So now Google can find out your black hat SEO even in a snap!
So In 2020, If you are still using black hat SEO techniques, you should stop it right now. Or be ready for the Google penalty.