Today we have a guest blog from the team at SEOJury.co.uk on two types of SEO and which one you should apply to your website.
The concept of SEO is no novelty in content marketing, but the criteria used to determine how SEO-friendly a website is, are constantly improving. The principles that worked a couple of years ago works today as well. But they are no longer enough.
To make matters clearer, we attached an infographic made by SEOJury.co.uk, with 16 facts you can use to increase your ranking in search engines results.
But let’s start with the beginning – SEO is what defines your website’s visibility when users search for online information. Because the Internet has become a crowded place, and everyone’s fighting over the attention of the users, there were developed both good and… unethical practices to make it to top results.
They’re known as White Hat and Black Hat SEO. Both aim at the same thing – reaching a broader audience but have different ways of doing it.
Black Hat practices can get you banned or disqualify your website by placing it at the bottom line of search results. Some of them are illegal or unethical, while others only target quantity not quality audience. We strongly recommend you not to use them if you want a long life in the online market.
Here’s what counts as “Black Hat SEO”:
1 // Duplicating or rephrasing articles
Original content is one of the most powerful tools you have for your business. If Google (which is the leader of search engines, and the one with most regulations) detects similar or identical content on two different websites, one of them will most likely go down the results list.
Of course, this doesn’t include the topics or facts. If it’s recommended you eat at least five meals a day for a healthy living, that’s what you will find on most sites. But it’s the way you’re exposing the information.
2 // Cloaking
This technique is used to differentiate between the content that search engine crawlers evaluate and the content available to the public. It’s illegal and can get you banned.
3 // Buying backlinks
Backlinks are the links that lead to your website from another web page. It is widely used, but it also stands against Google’s content marketing policy.
4 // Invisible text
Using white text on white background to hide links or keywords is a cheating method that might attract lots of visitors, but will also get you penalised.
Then, what practices do comply with almighty Googlebot’s policies?
White Hat SEO practices include:
1 // Relevant content and images
Make sure you have a specific audience you’re targeting, and that you deliver them what they need. Use proper titles and meta-data, and don’t abuse the keywords. The average first page results in Google is almost 1900 words long.
2 // Invest in building backlinks
Just like traffic, organic backlinks are the best way to promote your website.
3 // Optimise your website speed for mobile devices.
90% of users search for their information on mobile devices, and 47% expect a website to display the full content within 2 seconds. An unoptimized website leads to a bigger bounce rate, which affects your ranking.
Considering that search engines change their algorithm between 500 and 600 times a year (almost twice daily!), it’s hard to keep up the pace. That’s why partnering with an SEO-specialised company can make the difference for you. The costs can rise to $7,500 per project or $1,500 per month, but the ROI is worth it.
Those who offer their services at low prices, usually apply Black Hat techniques, and your website may end up penalised or suspended.
Moreover, increasing your ranking is a long-term process, so it might take up to 12 months until you reach your full potential. But, with consistency and proper SEO use, you can make it to the top in half the time!
Presented by SEOjury.co.uk