When it comes to link building and SEO, two terms are used quite often: Black hat SEO and White had SEO. They are techniques that are used to build a company’s SEO strategy. But, they differ greatly in the results that they have.

So, what exactly is the difference?

The primary difference lies in the methods used to reach better Search Engine Result Page Rankings or SERPS. While black hat methods are not really approved by the Search Engines, White hat methods follow the regulations of Search Engines and give you a better online reputation.

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Here is a difference in the methods used by both SEO approaches.

White Hat SEO

The techniques used in White Hat SEO are ethical and can have sustained positive results on your SERPs as they follow recent Google guidelines. The common techniques used are:

• Link baiting: This involves the creation of quality content that will want other websites to link back to yours. The links are relevant and will improve your online reputation considerably.
• Guest blogging: As the name suggests, having a guest blogger post on your website or blog is an effective way to get genuine back links on your website. There is usually no money involved and this is a great way to keep your content fresh.
• Site optimization: Enhancing presentation of a website on all devices and making the navigation easy and enjoyable is a part of Site optimization. It also involves creation of content that brings users back to your website.
• Proper keyword use: This involves using keywords that your users will actually type in when looking for a business of your kind. Then, the keywords are integrated seamlessly onto your website content.

Black hat SEO

The goal is target the search engine robots. This is done using several tool boxes to make the bots believe that a certain website is more relevant. This includes techniques like:

• Keyword stuffing: The meta keywords are used by search engine robots to collect relevant content. Black hat SEO involves bloating a website with certain keywords to make a site more visible to the robots. Google Panda penalizes websites that use repetitive keywords with superficial content.
• Link farms: The common belief is that the more people link to a certain website, the more trustworthy it is. This is done by a group of websites that are called link farms. These websites are made with automated programs only to create back links to a certain website.
• Hidden text: This involves the use of text that is fake or invisible. For instance: using white text with a white background and filling in keywords. Today, this is identified as a search spam, lowering search engine.
• Paid links: As the name suggests, these are links that are paid for in order to improve SEO rankings. While there are ethical ways to do this, black hat SEO uses link providers who can generate thousands of links to your website. This is expensive and can be penalized heavily if caught.

With Black hat and white hat SEO, the goal is to improve SERPs. However, with the former, the results are quick but do not last long. With the latter, you may see better results over a period of time but they will be sustained.