My name's Alec Sharratt, and I'm a searchspecialist here at Koozai.
Today I'm going to be talking a little bit aboutwhite hat and black hat SEO.
In order to understand the difference betweenthose two aspects of SEO, I think we first need to understand a bit moreabout where Google is coming from.
Google is primarily a search engine,and they deliver search results to their end user.
It is the relevancy ofthose search results that has made them king of the search engines.
They'rethe most relevant search engine for what most people are looking for.
So in order to protect this relevancy andultimately their profits, they've created a set of guidelines, and these guidelinesare freely available for any company or website that are out there.
They just list dos and don'ts about what you can do or shouldn't do on yourwebsites.
Now these rules are just rules.
They're Google's rules.
There's no prison sentence associated with breaking one of Google'srules.
But there are quite stiff penalties, which can be devastatingto an online business.
It's in this set of guidelines that arisesthe difference between white and black hat SEO.
White hat SEO, simply put,follows Google's guidelines.
They don't break or bend the rules.
Whereas, blackhat SEO techniques will break the rules or bend the rules.
And as such,the fundamental differences between the two become more apparent.
Whitehat SEO is associated with little to no risk at all.
If you follow theguidelines appropriately that Google have sent, you're not going to getany sort of penalty or penalization from Google.
If however, you use black hat techniques,you do run the risk of being penalized.
Now penalization can take the formof being wiped from Google's index, and this simply means that you no longerwill be able to be found within Google, or at least your website won'tbe found within Google.
This can be a devastating and fatal blow to anonline marketing strategy or company's business and can result in the lossof a lot of money generated from online resources.
So, really, this riskis the fundamental difference that separates white hat and black hat SEO.
Now there are a number of different techniquesthat can be used in both quarters, and some are more clever or moresubtle than others.
With regards to black hats, there are techniques that youcan implement that may result in a website not being caught by Google fora very long time, if at all.
Although their search engine robots are veryclever at discovering black hat techniques.
To give you an idea or an example of the differencebetween a white hat and a black hat technique, let's take the useof keywords on page.
White hat SEO will use keywords on a page to build therelevancy for that page to that keyword.
Black hat will use keyword stuffingwhere the keyword will be used over and over and overagain on a page.
With regards to off page activities, link building, forexample, used by many white hat SEO consultants, you get links from otherwebsites on the Internet that essentially promote your website.
Black hatwould use link farms or buy links from other websites, and this is definitelyagainst Google's guidelines.
Now the pros of using white hats or blackhat SEO, I think, can become a bit more apparent.
White hat, the pro is reallya lack of risk.
There is no risk involved in your website being bannedfrom the index.
But black hat has a different pro, and that is that youcan get results very, very quickly, and depending on the industry thatyou're in, this may be more relevant to what you're actually trying toachieve.
If, for example, you're in an industry where people use a sort ofrinse and repeat black hat technique, they create a website, use blackhat to optimise it, get results, make profit, get banned from Google,and then create another site and do the same thing all over again.
Thiscan go on forever essentially.
But you're not really going to get the benefitthat you get out of a long- term online marketing strategy.
So, whitehat is a very stable and long- term source of generating revenue, whereasblack hat is a very immediate way of doing that and also carries this highrisk.
So there is the fundamental difference betweenblack hat and white hat SEO.
I hope that's been of help to you.
My nameis Alec Sharratt.
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Thank you for your time.