The term “Whitehat” in the SEO world refers to tactics that benefit the site reader instead of cutting corners to make it to the front page of a search engine. It requires designing sites that are user-friendly, with content rich pages and lots of relevant keywords. This is a strategy used by sites that are in it for the long haul. Gaining the amount of organic views to push your site to the front page of Google can take quite a while. Though with time and patience, Whitehat SEO definitely works. It’s a long term plan that follows the guidelines of Google and requires intelligent web design and writing related to page content.
“Blackhat” is a term used for unethical SEO strategies. This is used by sites trying to make a profit as quickly as possible, by cutting corners or tricking readers. These sites are not usually user-friendly, and if these tactics are caught by Google, the site in question will be deindexed from the search engine entirely. Some techniques use blog farms, which is an accumulation of hundreds, sometimes thousands of blogs. These blogs are all related in information to the site which makes the money, and each of these blogs is laid out to link to the profit site eventually. Page switching is also common, where a company will create a site that seems to have no affiliation with their profit system, allow it to gain a higher reputation on Google and then completely swap that site out with the sales page. Google has swift punishments for whoever uses Blackhat SEO strategies, and sometimes Google attempts to just remove the ability to cut corners entirely. Google is constantly changing the algorithm that decides what results are given for search queries. A tactic that would have been seen a few years ago by sites was having their preferred keyword plastered in as many pages on their site as possible. Google used to pick sites that had the highest frequency of the searched keyword, but as people began to take advantage of this by overusing keywords, Google cut this feature out of their algorithm.