You might have heard of ‘White Hat’ and ‘Black Hat’ tactics when it comes to SEO and if you are researching Cardiff marketing agencies, it pays to know what methods you are signing up for.
Ideally, the SEO company in Cardiff that you pick will be upfront about their methods and should stick to the reputable ‘White Hat’ tactics on our list.
However, it is as well you know what the differences are between the two and why they could make the difference between life or death for your website – and ultimately, your business!
WHITE HAT TACTICS
CAREFUL USE OF KEYWORDS
A conscientious approach to SEO by a reputable Cardiff digital agency should ensure careful keyword research, for use on your website.
The keywords need to be ones that rank highly overall, but which also are relevant to your business.
They should not be overused or simply attention grabbing, which don’t bear any connection to your business.
Keywords with three or four words in them might be the best and can help describe exactly the terms that customers will search for on your site.
HIGH QUALITY CONTENT
The best advice that any legitimate Cardiff SEO company can give you would be to write the best quality content you can. And any marketing agency based in Cardiff or elsewhere, should be able to undertake this task for you, if writing is not your forte.
The meta description of your site is the line or two that appears underneath the name of it, in the search engine.
This should be a natural description, which isn’t spammy, or over stuffed with keywords.
An SEO company that knows what it is doing will create high quality backlinks for your site. These will come from reputable sites and not risk the ranking of your website by being associated with places you don’t want to be linked to!
Maintaining internal links and making sure that they work correctly, is also a tactic which will be smiled on by Google.
But like keyword stuffing, just make sure that you don’t go over the top with this method!
THE ADVANTAGES OF WHITE HAT TACTICS
It might seem as if White Hat tactics will take a long time to pay off and it is true that you might not see results immediately with them. However, this should not put you off playing by the rules.
Ultimately, White Hat tactics do work, but they might take longer than some of the more unscrupulous tactics that Black Hat SEO services employ!
BLACK HAT TACTICS
This is the practice of fooling a search engine crawler into thinking that a page is different to the thing that it really is.
The content which is displayed for a crawler bot will be different the content that a human user can see. Sometimes this method can be used to disguise pornographic content in a site.
One of the most popular tactics used by Black Hat SEO practitioners is to use high ranking keywords, which don’t have any actual relevance to the site.
Use of celebrity names and other unrelated content may be used to bring visitors towards the site, but they will be disappointed when they arrive.
These are basically dupe pages, which fool people into clicking on them, with tempting keywords, but then redirect the user to another page.
DUPLICATE AND AUTOMATED CONTENT
The exact opposite of quality content, a Black Hat SEO practitioner might use duplicate or automated content, which is rich in keywords, but does not make any sense, in order to be scored highly by the search engines.
Invisible task might take the form of white writing on a white background, with a sneaky link embedded within it.
PROS AND CONS OF BLACK HAT TACTICS
If all you are interested in is the short-term results, then Black Hat tactics can work well to boost your website’s rating.
But beware, once Google – or any search engine – discovers them, you will most likely be de ranked or even banned from their listings altogether.
For most people, this is simply never worth the risk.