Wading through the muddy waters of Lake Google can be a troublesome task at the best of times, particularly when it comes to SEO.
Regular algorithm changes habitually move the digital goal posts, making the ability to adapt and react a vital part of the job for any self-respecting online marketing with an eye for SEO.
Naturally, the sheer volume of competition makes it difficult to swim to the surface of the SERP rankings, leaving you to jockey for position in an extremely crowded pool.
While it can be tempting to take shortcuts, the purest approach is often the one that has the longest lasting effects and they don’t come much purer than White Hat SEO.
So, dust off your ivory caps, mount that high horse and head for the moral high ground, as we take a look at the ins and outs of White Hat SEO.
What is White Hat SEO?
If you read our last blog on Black Hat SEO techniques, you should know all about what not to do and which SEO tactics to avoid. From keyword stuffing to invisible text, it’s a dark art and one that can also be pretty risky.
This underhanded approach of manipulative methods and sneaky shortcuts will only work for so long before you inevitably get found out. The resulting penalty can see your site plummet down the search rankings and possibly even banished from the SERPs altogether.
On the other hand, there is White Hat SEO. The Ying to the Black Hat’s Yang, White Hat SEO offers Google-approved SEO strategies that play by SEO rules and regulations. White Hat SEO tactics are the best way to create an ethical online listing that isn’t in danger of falling out of favour.
Examples of White Hat SEO Techniques
Now we’ve identified what White Hat SEO is, it’s only fair that we paint a full, snowy picture to completely illustrate its squeaky-clean, albino goodness.
To help keep your SEO plan righteous, virtuous and, most importantly, effective, here are a few examples to keep you on the White Hat straight and narrow.
Keyword Research
Like any job, doing your homework before you jump in can reap many rewards and SEO is no different. Modern KW technology makes it relatively simple to identify a laundry list of keywords for you to sprinkle within your content in order to keep it ranking and relevant.
However, it’s important not to go overboard. There’s a fine line between keyword inclusion and keyword stuffing, and overuse of keywords could see the former become the latter with seamless ease.
Additionally, try not to choose keywords that are hugely competitive. The greater the demand, the less likely you are to rank. Instead, target long-tail keywords for a better chance of hitting the jackpot.
Quality Content
In the world of SEO, content is truly is king and quality content will rule the roost long after it’s first penned (especially if its evergreen). As such, creating well-written content that’s readable and engaging is one of the most effective White Hat SEO techniques there is.
While it can be time-consuming, providing original content that is relevant and useful to your site visitors can translate into serious results. The top 10 blog listings on Google typically comprise of 2000 to 4000 words, so don’t be afraid to dive deep into the subject matter.
Creating unique content about topics you fully understand and have expert insight to can help establish you as an authority on the subject, making your content both original and sharable. Which leads us nicely to…
Link Building
Backlinks are Google’s main indicator of which site page is most reliable and relevant to the search term, and therefore most worthy of a high SERP listing. As a rule of thumb, the more backlinks a page has, the higher it will rank on Google.
Backlinks can be gained ethically by writing testimonials, guest blogging and creating partnerships with other sites. Meanwhile, creating original, authoritative content that’s sharable is also a great way to organically bolster your backlinks.
Business Listing
In its never-ending quest to provide increasingly accurate results, Google also takes into account the location of a business when displaying SERPs. This can particularly helpful for those looking for local services.
For example, a Brummy on the hunt for a restaurant in Birmingham probably isn’t going to be interested in a steakhouse in Birmingham, Alabama. As such, Google weeds out the irrelevant and reports back with the most applicable geographical results.
Adding a Google My Business (GMB) listing for your company is a great White Hat technique in ensuring local SEO. Meanwhile, it could also attract additional traffic through Google Maps’ “near me” function – a tool used by 82% of overall smartphone users (rising to 92% for Millennials) according to figures published by Uberall.
For more information on White Hat SEO techniques and how to avoid Black Hat SEO, drop us a line on 01446 339050. Alternatively, drop us an email using the button below.
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