SEO is extremely important for your business success; that goes without a doubt.
However, the way you implement SEO is as critical as SEO itself.
Following black hat SEO techniques and breaking the rules of search engines may get you lots of ranking success, but that comes with a risk of getting penalized sooner than later.
At the same time, white hat SEO techniques may be slow but steady, and can save you from the wrath of search engines.
As a business, improving your website’s position in search engines shouldn’t be your only goal. Deploying legitimate SEO techniques is equally important.
And thats what we are going to discuss in today’s post.
Why is SEO so important?
You can always invest in paid advertising to increase traffic to your website.
However, majority of online traffic (aside from direct traffic, or a visit to a website without a known referral source) is primarily driven by search engines.
Without a doubt, your website’s searchability and visibility can make or break your business online.
What is White Hat SEO?
In SEO terminology, White Hat SEO is developing and utilizing SEO strategies in line with the terms and conditions of any search engine like Google.
In even simpler terms, white hat SEO is getting ranked without breaking the SEO guidelines of the search engine company.
Of course, if there is White Hat SEO, there is also Black Hat SEO, and you can see in the image popular techniques for Black Hat vs. White Hat SEO.
However, we will be focusing on White Hat SEO techniques in this article.
White Hat SEO techniques
1. Use keywords logically
Keyword research is an essential and crucial part of search engine optimization.
Keywords are an important SEO ranking factor that search engines use to determine where to rank your content in search results.
Use the right keywords and use them properly so search engines understand what your content is all about.
To create content that ranks well organically, you need to understand the needs of your audience, the type of content they look for, and the language they use.
The goal is to drive your prospective customers to your website.
Know what a potential customer or your general market would normally search for online and include them in your content strategy.
When you know what your target market is thinking when doing online queries, you can optimize your content to provide them the answers they need.
2. Create quality content
Some marketers would argue that a quality content should include a certain number of words, photos, tables, bullets, etc., but quality content is primarily any content that achieves its marketing goal.
Whether you’d like to rank well on search engines, get social shares, generate leads, or simply increase brand awareness, a content that achieves any of these marketing goals is quality content.
Essentially, quality content is what your users like.
Let me mention a couple of tips to help you with creation of quality content.
a. Research and generate new content ideas
When doing content research, consider popular contents as well as competitor’s content that are working for them.
Also consider the current trend and important dates and events when generating new content ideas.
Considering these things, you will likely have enough ideas that you can already include or save for later dates on your editorial calendar.
b. Do a thorough research on your chosen topic
Regardless of the content form you are developing, you must always do a thorough research on your chosen topic.
Your content will also likely have been covered by other people already, but you can include these existing contents in your research and find out what you can improve, and provide your own insights.
Citing studies or statistics when necessary can also give your content more credibility.
c. Record your ideas as they come to you
You will never know when and where a great idea would come to your mind so when it does come to you, find a way to record it.
Collect these ideas and use them as a source of inspiration for your next celebrated content.
d. Use different content forms
An article or a written content is always a given when doing SEO, but you can always complement this with other media, including pictures, screenshots, infographics, charts, and videos.
Adapting images in different sales channels for digital marketing is important as it allows higher click-throughs since around 90% of information transmitted to the brain is visual.
In SEO, you may invest in creating custom content, such as social media posts, infographics, explainer videos, illustration, etc. because using these other media can help you get more traffic and engagement.
Including visual elements to your content is also important as it enhances .
Unlimited design services like Delesign are becoming popular nowadays as you can submit multiple design requests considering your marketing strategy and workflow.
One of the most effective tools to acquire backlinks is through infographics.
Unlike guest articles, an infographic that is relevant to your brand, can be shared across various websites to acquire high-quality backlinks.
You can also share and publish them on different platforms such as Slideshare, Canva, Reddit, or Pinterest to give you free backlinks as well.
Like what marketers usually do when requesting guest posting, you can also reach out to other websites within the same industry and show them how publishing your infographic can benefit them and their readers.
4. Prioritize User Experience (UX)
User Experience is how users interact with your website. SEO is how search engines rank your website.
While they work with different sets of tools, strategies, and systems, UX and SEO share the common goal of providing users the best experience.
Search engines such as Google aim to provide personalised and most relevant search results that answer their users questions to address their immediate need.
User experience, therefore, is critical to SEO as this is how search engines value your website. So if you want your website to be successful, you’d want to pay attention to aligning your user experience (UX) and SEO strategies.
Content marketing is one of the most effective ways to reach and engage your prospective customers.
Creating valuable and relevant content positively impacts your business as it presents you as a problem-solver and helps prospects solve their issues.
Needless to say, through content marketing, you get to attract more qualified visitors to your website.
Repurposing content means using an existing content and altering it to find a new purpose for it — new value to it.
Having new content is always a great idea, however, what most businesses now do not realize is that repurposing existing content can be more effective at driving traffic than producing new content.
Plus, it saves you time.
When repurposing a content, you either change its format or you change its target audience.
When you change an existing content’s format, for example, you can take an existing blog post and make a video content or maybe a downloadable PDF out of it.
Changing an existing content’s target audience on the other hand, you restructure the content in a way that it applies to the new audience you are targeting.
6. Focus on mobile quality
With the rise of handheld computers, commonly known as “smartphones”, search has become increasingly more mobile.
Users are now more inclined to using their mobile devices when doing their searches.
In fact, more than 50% of web traffic come from mobile, and search engines are quick to respond to this with new techniques to adjust content in line with their user’s queries.
Ensuring that you provide these mobile users with relevant content that addresses their needs while enjoying the experience will help you get better ranking.
White Hat SEO keeps everything in place for search engines.
Without it, users would most probably find themselves on irrelevant websites, which is why Google, as well as other search engines, have long been improving their algorithms so that the best-quality and qualified websites are the ones that ultimately rank for specific queries.
You wouldn’t want your credibility ruined as a brand, or worse, get black-listed, so it’s best that you stick to doing the “white hat techniques” and follow the guidelines set by search engines to make sure that you get to the top properly and professionally.