EM360 Digital Blog

23 Nov 2016
black hat seo tactics

Natural vs. Black Hat SEO

Now that we are firm­ly entrenched in the dig­i­tal age where almost every­thing lives and dies by the Inter­net, it is cru­cial that your busi­ness is tak­ing full advan­tage of every oppor­tu­ni­ty pos­si­ble. Every aspect rang­ing from social media cam­paigns to email mar­ket­ing can have huge impacts on the suc­cess of your com­pa­ny. While big name com­pa­nies often ben­e­fit from name recog­ni­tion; small, less­er-known com­pa­nies can ben­e­fit great­ly from a dig­i­tal mar­ket­ing tech­nique called search engine opti­miza­tion (SEO). SEO is the use of strate­gies to increase a website’s search engine rank­ing place­ment, which ulti­mate­ly increas­es the num­ber of vis­i­tors to the web­site. The high­er a web­site appears on a search engine results page, the com­pa­ny is bet­ter of in terms of traf­fic received. There are very spe­cif­ic strate­gies and tac­tics that can be used to increase a web­sites rank­ing; strate­gies like nat­ur­al SEO. There is also a way, for a lack of bet­ter words, to “cheat” the sys­tem by using tech­niques referred to as black hat SEO tac­tics. Below will explain the dif­fer­ence between both tech­niques and why you should stay away from using the black hat strate­gies at all costs.

Natural SEO

Search engines use com­pli­cat­ed algo­rithms that gen­er­ate results for what­ev­er some­one hap­pens to be search­ing for. Nat­ur­al SEO refers to the tac­tics that are used to achieve high­er rank­ings on the search engine results. Meth­ods such as inte­grat­ing key­words, back­link­ing and post­ing high-qual­i­ty con­tent to your web­site is a great way to improve the search results rank­ing. Nat­ur­al SEO may be a slow­er process to buildup a high rank­ing, but in the long run, your results will last. Sure you can pay to have your web­site pop up at the top of the search results page, but that costs mon­ey and only guar­an­tees one-time vis­i­tors. The con­tent on your site should be of high qual­i­ty and filled with tar­get­ed key­words that fit with the con­text of your web­site that the search engines pick up. Prop­er and rel­e­vant use of back­links to con­nect back to your page from oth­er pages and web­sites is also a great tool to use. Fresh and engag­ing con­tent is anoth­er great way to tru­ly build a last­ing rank­ing and gen­er­ate a loy­al fol­low­ing. The term nat­ur­al or organ­ic refers to the process that it takes to build a qual­i­ty-dri­ven rank­ing, which is free from tricks and short­cuts. It may seem slow, but over time it will grow and be more than worth the time. 

Black Hat SEO

In the world of SEO, it is often strong­ly encour­aged that black-hat-vs-white-hatcom­pa­nies stay away from giv­ing in and using black hat SEO tech­niques to arti­fi­cial­ly boost their web­site rank­ings quick­er than nat­ur­al SEO meth­ods. These tech­niques are often used to cheat or trick the search engines algo­rithms that gen­er­ate the search results based on qual­i­ty. Such bad SEO prac­tices include buy­ing back­links or cre­at­ing a back­link pyra­mids from a bunch of fake web­sites. Key­word stuff­ing, which is just fill­ing your pages with key­words out of con­text that will gen­er­ate search engine hits but does not actu­al­ly fit with the con­tent of your web­site or hid­ing key­words on your web pages that are super tiny or the same col­or as your back­ground. Using copied or stolen con­tent from oth­er web­sites to make your site look like it has updat­ed and fresh con­tent. While these may be great ways to gen­er­ate an inflat­ed rank­ing but there are a few rea­sons why these do a lot of harm for your web­sites cred­i­bil­i­ty. Google and oth­er top search engines are con­sis­tent­ly updat­ing their algo­rithms to weed out and penal­ize web­sites that use these tricks because not only does it cheat out qual­i­ty web­sites, users end up get­ting frus­trat­ed with top results that are not rel­e­vant to what they are look­ing for, which hurts the search engine. As a way to reduce the use of these tricks, the search engines penal­ize such web­sites thus mak­ing it even more dif­fi­cult to gain a good rank­ing even with prop­er tech­niques.

While some dig­i­tal mar­ket­ing firms may promise guar­an­teed search engine rank­ings, you should be weary of how they do so. Black hat tech­niques can give you a good rank­ing, for a short time, but in the long run, hurt your web­site more than it helps. EM360 pro­vides proven results using both organ­ic SEO and paid search for clients, to request your pro­pos­al today, vis­it https://em360digital.com/rfp/.  To stay on top of SEO and Social Media trends, sub­scribe to our blog today! 

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