Search Engine Optimization Basics
First things first: let’s talk SEO basics. Search engine optimization (SEO) refers to any number of techniques used to write content for a website with search rankings in mind. In short, it’s about using strategic keywords on your site to get it in front of your ideal audience. Optimizing your website for search engines involves several key factors, including, but not limited to: mobile-first indexing (Google mainly uses the mobile version of a website when evaluating keyword relevance), schema (special HTML tags a page can use to highlight the intent of that page), and user experience (the easier it is to navigate the website, the better). The foundation of SEO, however, is content and the foundation of content is keyword strategy.
What is White Hat SEO?
White hat SEO is any search engine optimization that works within the guidelines set by Google to improve or maintain your search rankings and user experience. It’s about playing by the rules set by Google, and for webmasters, it just makes sense. You want your website to be found by the audience most likely to convert into customers, so it makes sense that the content on your website best represents your business. White hat SEO guidelines were created with this idea in mind.
Examples of White Hat SEO
While the content the user sees on a website (like the words in a blog such as this) plays a big role in SEO), there are other important factors the user may never notice. Some of those are:
- Keyword-rich meta tags and page titles
- Descriptive alt text
- Simple website navigation
- Fast page loading time
Keeping these SEO principles in mind can help set your website up for success.
What is Black Hat SEO?
Black hat SEO is the practice of using shady tactics in an attempt to get a website to rank higher on search engine results pages (SERP). The level of shadiness here ranges from unethical to downright illegal and can include:
Keyword Stuffing
This is using the same keywords and phrases over and over again in an unnatural way. Basically, think of shoving ten pounds of crap into a five-pound bag. It makes no sense and it’s not going to be pretty.
Cloaking
With cloaking, users and search engines are tricked when one piece of content is shown to users and a completely different piece of content is shown to search engines. It’s a magic show no one wants to attend.
Improper Redirects
When your site sends a user to a different URL than what was clearly intended (as in a button that reads, “Contact Us” but the user is sent to a page urging them to sign up for emails with no form of contact information in sight). Essentially, that would be like seeing a street sign with the wrong street name on it. You’re looking for 90th Street, so when you see the sign for 90th Street, you turn to go down that street, but you’re really on 1st Avenue on the other side of town.
Misuse of Schema
Providing false data in your schema/rich snippets/structured data to encourage users and search engines to notice your page over others is another big no-no. That would be like a 1-star restaurant putting a sign on their door saying they were a 5-star eatery.
How Does Google Combat Black Hat SEO?
There’s a school of thought that says if a website is caught practicing black hat SEO, it could be permanently de-indexed, or “banned” from Google. Recently, John Mueller, Google’s Webmaster Trends Analyst, advised that wasn’t the full story. He said that there are penalties, but there are also ways to recover from those penalties if you’re ready to take on a ton of work. So, theoretically, your site could be banned permanently if you don’t want to put forth the effort to right your wrongs. Truly, the best way to avoid headaches and heartaches is to keep it all above board.
Write Content for Your Reader
A good rule of thumb is to write content that keeps your reader in mind. Search engines (not just Google) are getting “smarter” by the second and while that may be a little freaky to hear, the intent is actually to help put sites that have more natural and honest content in front of audiences. Avoid the crutch of lazy SEO.
Digital Marketing for Small Businesses
A big question small business owners have is whether digital marketing is worth the investment. The reality is that digital marketing is a value-added service that can help build and reinforce your brand, generate revenue, and support your overall business goals. So yes, it’s definitely worth it. Contact us today to chat about how we can help you set goals, curate your brand, and strengthen your small business with digital marketing.