You might have heard the terms whitehat and blackhat, even greyhat SEO strategies. There are two distinct camps when it comes to good SEO practice. Some people are willing to risk penalty by using what Google deems as unethical or risky practices. These are known in the trade as blackhat strategies.
Blackhat strategies set out to get a quick return on their time, rather than looking at SEO as a longer term investment. Blackhat SEO techniques can include:
- keyword stuffing
- link farming
- hidden text and links
- blog spamming
If you are caught using blackhat techniques your site can be penalised through being banned from a search engine, or your site could be de-indexed.
Whitehat techiques are much better and these are the ones which take a little longer. It is worth it though, to avoid a penalty. Some whitehat techniques inlcude:
- focus on good quality content
- use of long and short tail keywords
- natural use of keywords, anchor text and page titles
- Updated relevant content regularly to signal fresh use