Search engine optimization is a must-have for all websites. By increasing your visibility in search, you can attract more leads and obtain more paying customers than by using social media. Besides, organic traffic is quite predictable, provided that you manage to maintain your top positions in the SERPs. However, reaching such results isn’t that easy. Most SEO professionals are aware of the fact that speeding up the link building process may attract severe penalties from Google or other search engines. This is why they use only white hat SEO practices while avoiding everything that could be considered as black hat SEO. This article is going to take a closer look at the basic white hat SEO practices and techniques.
A good SEO strategy should begin with keyword research. This would enable you to determine those search terms that have the biggest potential regarding traffic and sales. Also, your keyword research should allow you to pick moderately competitive keywords, to have more chances to get on the first page of Google within weeks or months. Keyword research is the foundation on which you’re going to build your SEO strategies and tactics later on.
Next, you need to optimize all pages of your website around their main keywords. If you want to use only white hat SEO, you need to avoid stuffing your pages with keywords. Nonetheless, using your main keyword once in the page title, once in the first paragraph and once in the last paragraph of your page copy is acceptable. Also, you need to make sure your copy contains synonyms of the main keyword, as well as other related terms.
When acquiring links from other websites, staying within the white hat SEO realm is a real challenge. You can’t buy links because this is considered a black hat SEO practice. You can’t distribute widgets containing a link back to your website, either. Exchanging links with other websites isn’t forbidden, but it doesn’t bring you too many advantages anyway. According to Google, the only legit method of getting other websites to link back to your pages is to write compelling content that makes other webmasters wish to link to it naturally. You can also write guest posts for other websites or blogs in your industry or niche, but this can also be a tricky practice, so you shouldn’t abuse it.
As website owners don’t have the natural tendency to link to other people’s content, you should put your creativity to good use, and find ways of attracting their attention. You can search for websites that tackle the same topics as yours and write their owners a message, inviting them to get to know your website. You can also consider creating a series of useful articles or guides on solving a major problem of your audience, and ask these website owners if they would agree to publish this series on their site.
Last but not least, you should always remember that you write for human readers above everything else. Creating a copy with the sole purpose of tricking search engines into ranking your pages higher in the SERPs isn’t going to make you successful, as it can be considered a black hat practice. Even if you may be able to climb your way to the top of the SERPs a bit faster, you risk to lose your competitive edge, as speeding up the natural SEO process may easily lead to penalties. Lifting some of these penalties is tough, if not impossible, so you should always stick solely to white hat SEO methods and practices.