What is SEO?

More and more, the world revolves around the Internet. Today, every business needs an online presence to survive. The problem is that unless visitors can find the site in search engines, there is really no point in having a website. Search engine optimisation (SEO) refers to the process of optimising to help a website rank higher in the search engines.

The difference in ‘White Hat’ and ‘Black Hat’ SEO

Just like in the Old West, there are good guys and bad guys. Since search engine placement is so important, many have learned black hat techniques to make their sites rank higher. These black hat tactics may actually cause sites with no real importance to be ranked high in the search engines. On the other hand, white hat SEO techniques are legitimate ways to raise the search engine placement of websites containing useful information.

Changes due to Google’s ‘Panda’ and ’Penguin’ updates

There were so many irrelevant sites ranking high in the search engines that Google decided they needed to make some changes to their search engine algorithms. The Google algorithm updates made some changes that attempt to ensure the highest quality websites receive the highest rankings in the search engines. These changes attempt to distinguish white and black hat SEO techniques. Since the changes, Google now watches more closely for duplicate content, unnatural links, content spinning and keyword stuffing. Although this has caused issues for many, for us, our clients and the majority of internet users the down ranking of many spam ranked sites has been a blessing.

Content is King

Many of those websites that rely on black hat SEO techniques do not offer any relevant content about the topics they are associated with in the search engines. The new Google updates are more favourable to white hat SEO. One of the main points that the Panda update focuses on is content. Google believes that the websites with the best content should rank highest in the search engines.

How to use keywords in White Hat SEO

The topics used in search engines are called keywords. The keywords for a website are intended to inform potential visitors what the site is about. If a user searches for the phrase “CD players”, they expect that the first websites to show in search results will be authorities on this subject. As with most techniques, black hat marketers have corrupted the original intention of keywords. Here are some tips for how to use keywords with white hat SEO.

• Don’t Keyword Stuff - The Google updates seek out websites that include the keyword an abnormal number of times. The best white hat technique is to use the keyword in a way that is natural. Don’t include it for the sake of including it. Make sure it has a purpose in the sentence. Make sure every keyword is relevant.
• Variety in keywords - Make sure to include a variety of keywords on each page. If a page uses one keyword in the same way multiple times, search engines can tell. The site will not rank as well as one that uses a variety of keywords. This includes changing the wording of the keyword phrases. However, it also includes using a few long tailed keywords on the same page with a main keyword. Most natural pages are going to include several different keyword phrases.

Backlinks are important

Besides the content and keywords, search engines are looking for websites that are authorities on their subject. The only way to rank whether the sites are an authority is to count how many sites are linking to that website. Search engines believe that the more links a site has, the higher the chance that site is an authority on its topic.

Acquiring backlinks

Black hat marketers acquire backlinks by spamming blog comments, forum postings and other websites with irrelevant content and backlinks back to their own site. The search engines have had enough of this. With the new updates, the search engines are looking for natural backlinks. The best way for a white hat marketer to get backlinks is to produce great content that makes other sites want add a link. One great way to get backlinks is to become part of a community. Post regular blog comments or forum posts on related blogs and forums. People who visit that site will begin to see the poster as an authority and will be more willing to link to that website.

Putting it all together

The most important thing is to produce great content and be natural. Great content will attract visitors and will also entice search engines to rank the site closer to the top. Be yourself. Provide great information. Do that on a consistent basis and you will find your site moving up the ranks.

Call and speak to one of our team, we are experts at all things web and would love to give you some sound advice on becoming an internet success.

Author Chris Anderson

Toxic Creative – RESULT DRIVEN DESIGN & MARKETING
We’re based in Northampton and are experts in all aspects of graphic design, website design and marketing, from dynamic websites and printed literature to logo design and brand development … we do it all.