White Hat Versus Black Hat Techniques
SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.
An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices. Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.
Read more about this topic: Search Engine Optimization
Famous quotes containing the words white, hat, black and/or techniques:
“A village seems thus, where its able-bodied men are all plowing the ocean together, as a common field. In North Truro the women and girls may sit at their doors, and see where their husbands and brothers are harvesting their mackerel fifteen or twenty miles off, on the sea, with hundreds of white harvest wagons, just as in the country the farmers’ wives sometimes see their husbands working in a distant hillside field. But the sound of no dinner-horn can reach the fisher’s ear.”
—Henry David Thoreau (1817–1862)
“Few colors last; with their eternal thirst, time and light suck on them, and they bleach the black doctor’s hat until it’s grey like a dunce’s cap.”
—Franz Grillparzer (1791–1872)
“The ornament is a statuette, a black figure of a bird. I am prepared to pay on behalf of the figure’s rightful owner the sum of $5000 for its recovery. I am prepared to promise, to promise ... what is the phrase?—’No questions will be asked.’”
—John Huston (1906–1987)
“The techniques of opening conversation are universal. I knew long ago and rediscovered that the best way to attract attention, help, and conversation is to be lost. A man who seeing his mother starving to death on a path kicks her in the stomach to clear the way, will cheerfully devote several hours of his time giving wrong directions to a total stranger who claims to be lost.”
—John Steinbeck (1902–1968)