There are two different schools of thought regarding SEO approaches, named White Hat and Black Hat strategies. White Hat refers to tactics that work alongside the terms of service of a relevant search engine to improve a site’s visibility on the search engine results page.
Effective SEO strategies can improve the ease with which sites can be located online by consumers; this is otherwise known as the SERP ranking.
Black Hat Strategies
Black Hat strategies include duplicating content, stuffing too many keywords on a page, poor linking practices and using a bunch of keyword-rich domains to direct traffic to a single site.
When a website uses duplicate content to rank for a certain keyword, they use a keyword in their text repeatedly. Stuffing keywords on a page or including them where they don’t belong and using invisible text as a means of getting a higher SERP ranking are all forms of duplicating content.
Poor linking practices involve purchasing irrelevant links just to redirect traffic to a site. However, Google can penalise or blacklist sites that do this.
White Hat strategies involve content-relevant keywords, reputable or authoritative links, clean coding, and keyword-rich page titles and metadata. The basic principle of ethical SEO techniques rests on the fact that quality content should be written for the benefit of the user or reader and not the search engine crawler.
Quality content should always be chosen over the quantity or number of keywords used on a page. Relevant keywords are based on disciplined research. Pay attention to keyword usage when adding content to a page. Authoritative and reputable links that are gained through trusted channels are an important part of White Hat techniques.
It may take a lot of time to do the necessary research, but this will have a tremendous impact on how an online site ranks, and the effort will also be reflected in how much the overall site traffic increases over time. SEO is fundamentally designed to help visitors to find what they need without getting frustrated.