Search engine optimization (SEO) is a critical IT marketing technique that will increase website visibility and create a wider base of potential customers. MSPs have a variety of techniques to optimize search results, but they are all not created equal. Typically, they are divided into two categories: white hat SEO and black hat SEO.
White hat SEO simply means that a search engine will recognize the content of that individual website through a legitimate manner. On the other hand, black hat SEO refers to the technique of trying to manipulate search results to promote a site that is not deserving of its rank in search results. These are both popular methods that affect web traffic in a variety of ways. Here are a few more ways that black hat and white hat SEO differ from each other:
White Hat SEO Techniques
As you know, white hat SEO has a much better reputation than black hat SEO and is much more likely to succeed. White hat SEO is primarily filled with pages that are well-written and well-designed for customer accessibility. The search engine rewards these sites with a higher ranking in the search results for a variety of reasons that include frequency of keywords, number of links, and how often the website is updated. Blogs often use white hat SEO tactics because they are easy to update while also providing the correct amount of links of keywords. MSPs that take advantage of these tactics are much more likely to reach new clients than other providers that attempt to manipulate search results. The main disadvantage to using white hat SEO techniques is that it takes much more time and resources to build a high-quality website. MSPs that take the extra time to create a quality website will ultimately reap the benefits of their labor while also increasing the satisfaction of their clients.
Black Hat SEO Techniques
On the other hand, black hat SEO is specifically designed to manipulate these criteria and take advantage of the system that is currently in place. Typically, they will stuff their website with keywords, resulting in a site that is mostly gibberish but is designed to trick the search engine into giving it much higher search results. This strategy has been particularly effective within the last decade, but Google has changed its algorithm to better account for these tactics. Another tactic that is often used is linking several websites together in order to improve itself in the search engine rankings. Obviously, many viewers frown upon this method of IT marketing and feel manipulated into viewing sites that are essentially a waste of time. Fortunately, search engines are constantly tweaking their formula to better combat against these tactics. MSPs that use these tactics run the risk of developing a bad reputation that can be hard to overcome in the competitive IT field, while also being much less effective than white hat SEO techniques. Although it takes much less time and money to build a black hat SEO website, it will limit the growth of potential clients.
The use of white and black hat SEO methods is an IT marketing technique that has been around for a long time. They will continue to battle against each other for search engine ranking supremacy. MSPs that avoid using black hat SEO methods have a much higher chance of being successful and reaching a wider consumer base. As you know, search engines are always modifying their search formulas, which will make it even harder for black hat SEO tactics to work in the future. In order for an MSP to develop a good reputation and experience success, the use of white hat SEO techniques is a much better investment for the future.