• Meta Tags
Black Hat SEO - Stuffing or Spamming Meta Tags
Stuffing or spamming your Meta tags does nothing for your search results except flag your site as one using black hat SEO. Search engines are always on the lookout for spammed Meta tags. For example, let's say an online pet store called Fiction Pets is stuffing its Meta tags. The site's black hat Meta keywords might read:
Its stuffed Meta description might read:
White Hat SEO - Choose a Solid Keyword Phrase
Research your keyword phrase. Choose a solid keyword phrase that accurately represents your page and use it in your Meta tags. An example of Meta keywords:
A white hat Meta description could be:
Black Hat SEO - Hidden Content
There are many ways to hide content on your site. All of them are black hat SEO methods.
Hidden content includes white text full of keywords on a white background. Another black hat SEO method is using comment tags to hide keywords. For example:
White Hat SEO - Quality Content
Content that targets a strong, related keyword phrase on each page wins every time. After you've chosen your keyword phrase, use it consistently throughout the page. For example, a page with a Meta title of "White Hat SEO - White Hat SEO methods" could have this first paragraph of content:
White hat SEO is the key to effective search engine optimization. If you're not using white hat SEO methods, none of your SEO techniques will be effective.
Black Hat SEO - Link Farming
The idea behind link farming is that you exchange links with other websites to boost your site's rank in search results. Search engines like Google examine how many sites are linking to yours when determining rank.
With a link farm, you've traded your link with many sites for the sole purpose of increasing your site's search rank. In effect, you're trying to fool the search engine into thinking your site is more popular than it really is.
White Hat SEO - Inbound Linking
When someone links to your blog post or a page on your site within their content, you have a quality inbound link. Unlike with black hat link farming, inbound linking is not a link list traded for the sake of boosting your search results.
Creating content that is compelling attracts site visitors. It also captures the attention of other webmasters who are looking to create their own content with contextual links to your site.
• Page Elements
Black Hat SEO - Doorway Pages
Doorway pages are known by many names, such as bridge pages, entry pages, gateway pages, jump pages and portal pages. These pages are created to spam search engines with a certain phrase.
A doorway page is created to get traffic based on keyword phrases and then funnel those site visitors to the main site. Most search engines catch doorway pages and sites are penalized.
White Hat SEO - Headings
A better use of page elements is to break up your page visually with SEO-friendly headings. An article using < H1 >, < H2 > and < H3 > tags that make good use of your keywords has more weight in search engines than a page full of regular-sized text.