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What is Search Engine Optimization?

Search Engine Optimization or SEO is the process which helps to optimize a company’s website’s technical configuration.

It helps to generate relevant content and make it easily feasible and easy to find. It helps to create user-friendly website and helps to rank it better among SERPs.

Do not miss reading : On Page SEO :- Top 23 Factors That You Must Consider

What are the Types Of SEO?

There are 2 Different Types of Search Engine Optimization :-

  1. Black Hat SEO
  2. White Hat SEO

What is Black Hat SEO?

Black Hat SEO is a bunch of practices which are against the Search Engines’ guidelines. These are the unethical tactics which violates the guidelines or  try to manipulate the algorithms of search engines to rank their websites higher among the Search Engine Result Pages or SERPs.

Search Engine Optimization must be done ethically. But Black Hat SEO is an unethical way of optimizing one’s website.

Black Hat Search Engine Optimization

Black Hat SEO provides illegal ways to get a way out of problems rather than solving them. It uses manipulative tactics to improve company’s rankings.

Search engines like Google and Bing has already given special instructions of the types of practices which are against their terms and conditions. They have also mentioned the penalties related to it.

Use of Black Hat Search Engine Optimization may result in lower-ranking of websites and it might also affect the organic traffic by declining it. It includes Keyword Stuffing, Cloaking, Poor Quality Content, Deceitful Redirects, etc.

5 Black Hat SEO Tactics One Should Avoid

1. Keyword Stuffing

Keyword Stuffing means filling your content unnecessarily with your keyword. The excessive use of keyword might make the content irrelevant and may create a bad user-experience.

Search Engine Optimization get immensely affected by this as  multiple use of keywords adds no value to the content and the users may find it beside the point to read.

2. Cloaking

Cloaking is a  tactic which manipulates the Search Engines by providing different contents to users and  the search engines’ crawlers.

Spam websites often practice this tactic to get higher rank among SERPs and hide their unethical content from search Engine Crawlers.

Search engine Optimization gets affected because of this deceptive tactic as it violates the algorithms.

Black Hat Tactics to be Avoided

3. Deceptive Redirects

Redirecting means diverting the visitors from one URL to another or in short, transferring the website traffic.

Black Hat SEO intentionally redirects to some other websites so to display a different content to visitors which it does not expose to crawlers.

It is similar to that of cloaking. In  both the cases Black Hat SEO deceives the Search Engine Crawlers to gain higher reach among SERPS.

4. Poor Quality Content

Search Engine Optimization mostly get affected because of the poor quality content that websites offers.

Mostly people copy the content from other websites or create it with the help of AI which automatically misleads the websites’ traffic.

This creates a negative experience as the user might not take interest in the content and it will create a situation of bait and switch.

5. Paid Links

People buy and sell links of their websites which is banned by different search engines like Google. It clearly states that it will penalize both the buyer and the seller of the links.

Search Engine Optimization must be done by using genuine links instead of the paid links which are disregarded by search engines while doing page rankings.

For You : 12 Risky SEO Tactics That Might Work

What is White Hat SEO?

White Hat SEO is a process to improve websites’ rankings among the Search Engine Result Pages or SERPs. It follows the tactics and techniques which are approved by Google or other Search Engines.

White Hat SEO is totally opposite to that of Black Hat SEO. Where Black Hat uses different deceptive tricks to rank the sites, White Hat is completed based on ethics and guidelines issued by Search Engines.

Search Engine Optimization is to make your website appear on the top of Search Engine Result Pages or SERPs. Ranking the website depends on many factors. SEO helps to enhance your website and fulfill those factors to get higher reach and more leads among SERPs.

White Hat SEO

White Hat SEO focuses on its users or the visitors. It shows high quality content to its audience which is self-made rather than showing the one, created using tricks or unethical ways.

It helps website to create quality content, make better quality backlinks and helps to make overall user-experience better. It also inspects if the website is under the niche of Google’s latest updates so it may not lack anything.

White Hat Search Engine Optimization contains strategies like conducting keyword research, creating high quality content, engaging on social media platforms, paying attention to on-page SEO, build high quality links, etc.

You can also read 2 Best Types of Optimization : SEO v/s SMO

5 White Hat SEO Techniques

1. Keyword Research

Keywords are the popular terms that people actually search for. Keyword Research means finding out different queries related to that topic that people look for.

Keyword Research is important as it manages to get traffic to our websites by including these keywords in our content whether in titles or meta descriptions.

It is important to choose correct keywords to generate traffic.

2. Creating High Quality Content

Search Engines’ love their audience and try their best to serve the content which is fully reliable and helpful for them. It always provide  content which holds a  great significance to its users.

For Search Engine Optimization, it considers various factors such as multimedia, length of content, page’s bounce rate, etc.

More the quality of content, more the chances of higher rankings among Search Engine Result Pages.

 White Hat SEO Tactics

3. Engagement on Social Media Platforms

Social Media is a platform where the Influencers also talk about brands and pages. Social Media helps to create your website as a Brand.

Sometimes, Search Engine Result Pages also show the results from Social Media handles and thus enhancing the chances of better rankings for the website.

Business should create its social media handles with detailed information and regular engagement.

4. Paying Attention to On-Page SEO

On-Page Search Engine Optimization is the most important thing to rank website higher. The first part is keyword Research, followed by H1 tag in the title, alternate texts in images, etc.

On-Page SEO helps to create a content which is of high quality and holds both emotions and interest of users. Google consider pages which own good On-Page SEO. One must use the keyword in the title of the post.

5. Build High Quality Links

Links are something which Google considers as the most important factor to calculate the relevancy of the websites’ pages.

Many people buy and sell links in Black Hat Search Engine Optimization, which are against the protocols. Manipulative links are often banned by Google.

To get good backlinks, one can do guest blogging or may use HARO.

Check this out White Hat SEO: What It Is & Techniques to Use


Black Hat SEO follows the unethical and aggressive techniques to rank higher among search engine result pages. But this will only help in short-term gains.

It includes keyword stuffing, cloaking, deceptive redirects, etc. and all these things are disallowed by all the search engines as they are illegal ways to get reach.

White Hat SEO on the other hand, adopts more legit ways of doing things. It optimize websites by creating good quality content, better keyword research, good quality backlinks, etc.

Although it is a time consuming process, or results may take a lot of time to get successful but it helps in long-run of business. The results of White Hat SEO is enduring.

Search Engine Optimization focuses on user-experience. Websites which create good user-experience automatically ranked higher by Google and other Search Engines.

The biggest and the most critical difference that Black Hat SEO and White Hat SEO creates is the short-term gains v/s the long term sustainability and success of the website.

In conclusion, the choice of Black Hat SEO or White Hat SEO totally depends on whether you want short-term gains or need long-term success.

Black Hat Search Engine Optimization promises quick wins but also deals with risks and unethical ways.

White Hat Search Engine Optimization requires patience and consistent efforts to make a huge and sustainable win.

Frequently Asked Questions (FAQs)

Q1. What is Black Hat SEO?

Ans :- Black Hat SEO is a tactic which helps to rank sites higher among SERPs but by using unethical ways like keyword stuffing, paid links, etc.

Q2. What is White Hat SEO?

Ans :- White Hat SEO is a way of optimizing site and rank it higher among result pages by following the protocols laid down by search engines.

Q3. Name some Black Hat SEO tactics one should avoid.

Ans :- Keyword Stuffing, Paid Links, Deceptive Redirects, Cloaking, Poor Quality Content, etc.

Q4. Name some techniques one must follow while performing White Hat SEO.

Ans :- Keyword Research, Good Quality Content, On-Page SEO, Social Media Engagement, Good Quality Backlinks, etc.

Q5. While doing Search Engine Optimization, what are the main factors one must consider to rank their websites higher?

Ans :- Content must be valuable, no keyword stuffing, better user-experience, good redirects and multimedia.

Q6. Which one is best, White Hat SEO or Black Hat SEO?

Ans :- It depends on users, whether they need short-term gains or want to enjoy long-term success. If someone want to opt Black Hat SEO, the joy will be of short time whereas if someone opts White Hat SEO, the benefits will be enduring.

Check this Out!!

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