| White Hat SEO | Black Hat SEO | |
|---|---|---|
| Definition | White hat SEO utilizes techniques and methods to improve the search engine rankings of a website which don't run afoul of search engine (mainly Google) guidelines. | Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques and methods are generally in direct conflict with search engine guidelines. Plus, search engine algorithms are modified frequently by the search engines to avoid just this methodology. |
| Wholesomeness Level | High | Very Low (not wholesome at all if you ask search engine engineers). |
| Techniques | Some white hat SEO techniques include: high quality content development, website HTML optimization and restructuring, link acquisition campaigns supported by high quality content, manual research and outreach. | Some black hat SEO techniques include: link spam, keyword stuffing, cloaking, hidden text, and hidden links. Taken to the extreme, these measures could actually result in search engine blacklisting. |
| What to Expect | Steady, gradual, but lasting growth in rankings. | Quick, unpredictable, and short-lasting growth in rankings. |
Most search engine optimization companies, however, operate in a gray area, aptly named Gray Hat Search Engine Optimization. Whether by design or under pressure from clients to deliver results, many search engine optimization companies try to deliver solutions and results for customers by utilizing techniques which don't quite cross the line into black hat SEO, but are well outside of what would be considered white hat search engine optimization.
White Hat search engine optimization may take longer and more effort, but the lasting results are well worth the effort.
In the end there is really no 'right' or 'wrong' way to do search engine optimization, but those shopping for SEO services should be aware of the different types and approaches so that they know the level of risk they are assuming.