White hat SEO and black hat SEO take opposite approaches to ranking web pages in search results. White hat SEO uses ethical, search-engine-approved tactics built on keyword research and quality in-bound links. Black hat SEO relies on manipulation, keyword stuffing, and shortcuts designed to game rankings, often at the visitor’s expense.

Search engines use proprietary algorithms to rank pages, which helps surface legitimate and popular sites. That same system, however, has allowed fraudulent sites to appear at the top of results. The tools and techniques behind SEO are based on how humans view the world, what they look for, and what gets them to a particular site.

What Is White Hat SEO?

White hat SEO aims to improve the quality of the links generated from your site. A good quality link depends on several things:

• Keyword research and the use of effective keywords in your content
• Building in-bound links from other sites that share the same values as yours
• Properly identifying and using keyphrases in your content
• Internal linking and monitoring search results so your site ranks high for your chosen key phrases

White hat SEO relies on ethical strategies and common sense rather than tricks to influence rankings.

What Is Black Hat SEO?

Black hat SEO covers the methods used by scammers and spammers to manipulate search engine rankings. The main idea is to create as many backlinks as possible with little to no substance. A site may appear high in results, but when consumers click those links, they can be exposed to harmful adware, spyware, or worse. Black hat SEO tends to rely on advertising campaigns more than content, making it a risky strategy. Common black hat tactics include keyword stuffing and unethical linking to harmful websites.

How Do the Two Methods Compare?

Both white hat and black hat SEO aim to increase the quality of traffic to a website, and there are distinct differences between them that should be considered carefully.

The primary disadvantage of black hat SEO is that the campaigns tend to last longer than white hat SEO campaigns, and they do not always get the same high ranking results. Outdated tactics used to increase backlinks, such as unethical linking to harmful websites, may look legitimate to an outside observer but can hurt your site more than help.

Gray hat SEO sits in a grey area, where the consumer has little control over what keywords are used. Some gray area strategies are acceptable, but black hat SEO is the most unethical of the approaches.

Which Method Should You Use?

The best way to decide which method to choose is to speak to an SEO expert who can provide an honest opinion about each method. To avoid exposure to harmful software, choose a reputable provider of white hat SEO services. To rank well for popular keywords like "carpet cleaners" or "pet grooming services," pick the right SEO tools and practice any aggressive SEO tactics in moderation, otherwise you risk problems with your site.

FAQ

What is the main difference between white hat and black hat SEO?

White hat SEO focuses on improving link quality, keyword research, and ethical in-bound linking. Black hat SEO focuses on creating as many backlinks as possible with little substance, often using manipulation that can expose visitors to adware, spyware, or worse.

Why is black hat SEO considered risky?

Black hat SEO campaigns tend to last longer than white hat campaigns and do not always achieve the same high rankings. Tactics such as unethical linking to harmful websites and keyword stuffing can hurt a website more than help it.

How do you choose between white hat and black hat SEO?

Speaking to an SEO expert for an honest opinion on each method is the best way to decide. Choosing a reputable provider of white hat SEO services helps avoid exposure to harmful software associated with black hat tactics.