SEO has changed a lot since Google was first started in 1998. Early Internet searches weren’t easy. The websites that ranked the highest often got there because of shady SEO tactics like keyword stuffing. White hat SEO means optimizing with the goal of helping users find what they’re looking for rather than to game the system with the search engines.

Why Is White Hat SEO So Important?

Keeping your SEO tactics completely white hat is important because Google takes measures to discourage black hat techniques. Every update that Google has implemented has been to improve search results and experience for users online. With that goal in mind, these updates have also implemented ways to decrease the rankings of pages that engage in black hat techniques.

What Is Black Hat SEO?

Black hat SEO is a set of SEO techniques that seek to trick search engines into ranking better than they should. As Google has implemented updates, exactly what techniques are considered black hat have changed. Those who engage in black hat SEO techniques stop using what Google is now punishing in the rankings and find other ways to try to game the system instead.

The following are considered black hat SEO techniques:

• Private link networks
• Keyword stuffing
• Cloaking
• Buying links
• Offering free products in exchange for links
• Hidden links
• And more

If Black Hat SEO Techniques Work, Why Should You Use White Hat SEO?

Black hat SEO techniques are considered unethical and are also typically against the terms of service of the search engine. Google and other search engines try to eliminate the use of these techniques and therefore if one works, it likely won’t be for long. Google regularly issues updates that render black hat techniques quickly non-viable. Therefore, you should focus on white hat SEO techniques because any success with black hat techniques is likely short-lived.

Does Using White Hat SEO Future-Proof SEO Strategies?

Because SEO does change thanks to regular updates, many wonder how to future-proof their SEO strategies so that they don’t have to change them with each update. The best way to do that is to focus on using white hat SEO techniques. Keep in mind that Google and other search engines want to match users with the highest possible quality content that answers in the best possible way their search query. If you focus on providing users with helpful content and use your SEO techniques as a way to help Google match searchers with your content in the results, then that’s a good way to future-proof your SEO.

What Is a White Label SEO Company?

If you’re hiring an external company like BrainVine to handle your SEO, it’s important to look for one that uses only white hat SEO techniques. Such companies can be described as white-label SEO companies. Other verbiage, like UX-based SEO, is also a sign that a company uses white label techniques. White label SEO focuses on the users while black hate SEO focuses instead on the search engines.