SEO Techniques..

Search Engine Optimisation aims to improve web site ranking and generate high return on Investment. In order to have the 'just-right' approach to SEO, the need arises for the 'just-right' technique.

Search engine optimization techniques are differentiated based on being 'black hat' or 'white hat'. As most deceptive things are termed 'black', so is the unethical, unacceptable and improper SEO technique. As opposed to the 'white hat’, which is, a technique employed for SEO within the acceptable and guided framework of search engines, a 'black hat' is aimed at improving ranking by manipulation.

White Hat targets users and not search engines as creates relevant content for users. It ensures that the content is easily accessible to the crawler and is indexed by the search engine in the same manner as is seen by user. A white hat technique conforms to search engine guidelines and does not trick the algorithm to make ends meet. It is also referred to as 'organic' or 'natural' SEO technique.

Black Hat technique involves improving ranks working outside search engine guidelines and aiming to trick the algorithm into generating results. It uses 'Cloaking' which is a technique where a page is presented differently to the user and search engine, depending on the request. 'Keyword stuffing' is also black hat where long lists of keywords and nothing else is done on the web site. 'Invisible text' is where keywords in white text is put on white background to attract crawlers. Also, 'doorway pages' where a 'fake' page never visible to user is put to trick search engines into indexing them.

Search Engines review the web site contents manually or by algorithms and if 'black hat' techniques are used for SEO, these websites may be banned or their rankings would be reduced. A penalty might also result.

A well accepted and effective SEO strategy therefore needs to be clearly a 'white hat' as though 'black hat' techniques bring about immediate short-term high ranking but upon search engine scrutiny bans or penalties makes it a risk NOT worth taking for.

Let us help you wear a white hat and develop the 'just-right' SEO strategy.

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