Summary: A professional SEO company will utilize only white hat SEO techniques to land the coveted number one spot for your business website. Hence, you need to learn to identify the different between white, black and grey hat SEO practices to guide your decision.
Building an effective search engine optimization campaign is easier than it seems. There are several factors to consider to ensure that you not only reach the top of the ranking, but that you stay there. With the Google quality guidelines constantly changing along with its search engine algorithm to penalize black hat SEO techniques, it becomes far more important for website owners to focus on optimization techniques that look natural and are based on good quality.
Sadly, the advent of grey hat SEO practices makes it difficult for website and business owners to identify the best professional SEO company for their needs. These specific practices are designed to appear like they are ethical, when in fact they are not. If you work with such companies under the false pretense that you are utilizing white hat techniques, then you might be in for a real surprise.
Black Hat SEO techniques are basically those optimization practices involving manipulative and unethical ways to promote your website in search engines, like Google. In fact, these kinds of practices are what has given SEO a bad name as far as internet marketing goes. You can easily identify black hat SEO by the use of techniques like keyword stuffing wherein excessive amount of keywords are used on the page and its content.
The purpose of stuffing too many keywords is to attract the search engine spiders but not offering something of value to the human readers as far as quality of the content goes. Eventually, many websites were penalized by Google for using such technique, which includes dropping their ranking or being banned from the search engine altogether. It’s too risky to try and employ these kind of SEO services to your business.
Meanwhile, white hat SEO services focuses more on the ethical techniques. These companies that employ white hat SEO understand that placing a website on the search engine results page would take time. Hence, they merely focus on naturally promoting a website to ensure that the spiders crawl through them and get indexed over a reasonable amount of time. Even though a professional SEO company that uses this kind of technique must invest time before getting results, it will be worth the wait as the index will probably stay there for good.
The grey hat SEO practices are the most tricky to deal with. Upon first look, newbies might categorize them together with white hat SEO. But optimization experts know better than that. It is not as risky as using black hat, though, because you are not likely to get banned for using such techniques.
However, you will be taking more risks than relying on natural methods of getting indexed since it might still be recognized as unnatural by the search engine algorithm. An example of grey hat SEO techniques would be three-way linking, paid links, and obtaining links from irrelevant sites (or those not belonging to the same niche).
For foolproof ranking on Google, and other major search engines, be sure to follow the Google quality guidelines at all times. Also, you need to take this into consideration when choosing which SEO company to hire and perform your website optimization. If you are going to invest on marketing your business online, you have to make the investment count.