The process of search engine optimizing is currently overrun by Black Hat SEO and also White Hat SEO practitioners. Interestingly, shifting SEO basics show that organic search engine optimization appears to be neither and both. Go figure.
SEO Basics
Search engine optimizing is the process whereby a website - or an article writer - may tweak the search engine friendliness of the data. SEO basics showcase that well done search engine optimization results in a higher search results listing; subsequently, poorly designed data results in a listing in the 'further ran' section that users rarely visit.
Black Hat SEO vs. White Hat SEO
Organic search engine optimization implies that the search result is naturally derived rather than paid for by the data owner. Black Hat SEO practitioners care little for the visitors that may click through to their sites. Some actually anticipate that their money-makers will sooner or later draw the ire of ISPs or search engines and get shut down.
Jill Whalen offers perhaps the most concise definition of the Black Hat when compared to the White Hat SEO: she figures that a Black Hat SEO employs two thirds of science and one third of the artful aspect of organic search engine optimization. The White Hat SEO works the other way around and seeks to strike a harmonic balance between making data search engine friendly but also meeting the needs and wants of the final user while playing by the rules of the search engines.
Black Hat SEO practices include spamdexing, code swapping, link farming, blog spamming and keyword stuffing. The computer user who has run across a site that seems to mindlessly repeat numerous keyword phrases over and over, or which is not at all what the site title and description promised, most likely found a prime example of the practice.
Another example is the forum or blog poster who leaves behind spammy links. Click through one of the Phentermine or Viagra ads that currently litter your email inbox spam folder (at your own risk), and you are likely to encounter the disposable online handiwork of a Black Hat SEO specialist.
White Hat SEO relies on keyword rich content creation that stops short of keyword stuffing. It seeks to increase search engine rankings through backlinking to data from other relevant websites - as opposed to link farming - and also by being mindful of latent semantic indexing by focusing content and organizing data.
Black Hat, White Hat (Red Fish, Blue Fish...)
Black Hats argue that even White Hat attempts at organic search engine optimization are data manipulation and thus the seemingly high horse of the White Hatter is underserved. On the flipside, White Hats eye Black Hatters' attitude of maneuvering search engine users -content creators, search engine operators and data consumers - with disdain.
Unfortunately for White Hat SEO, Black Hat practices pay off quickly and there is solid money to be made. Check out Jenny Keane and her honest look at Black Hat SEO. Think of a black hatter as the advertiser who knows that plastic bags are bad for the environment but pays to have their company logo imprinted on those still being handed out by the grocery stores.
Sources
Jill Whalen: "Black Hat/White Hat Search Engine Optimization" (accessed February 13, 2010)
Jenny Keane: "SEO - Black Hat Vs. White Hat" (accessed February 13, 2010)
Search engine optimization aims to ultimately achieve the goal to getting more people to a website by helping it get higher rankings in the search engines. This simply means that s.e. optimization's goal is to make a web site appear on the first pages, or even the very first page of a search done through the search engine.
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