SEO is a very tricky business. There are methods, tools and techniques approved by search engines, and techniques that can get your website severely penalized, should you be discovered using them. All tools and techniques that are ultimately aimed at cheating search engine algorithms, with the purpose of obtaining good rankings in the SERPS are known as black hat SEO. White hat SEO is its opposite. It is the science that enables websites to build up their relevancy and signal search engines they deserve top positions, as they can make searchers happy.
The biggest challenge of white hat SEO is to acquire high-quality inbound links. Buying them isn’t agreed by Google, so you shouldn’t use private networks or direct purchases. Creating widgets with embedded links is also a practice Google has banned. Guest posting is on the verge of being qualified as black hat. You can use it, but you should be very careful, as any attempt of paying for incoming links can land you a severe penalty.
One of the best white hat SEO techniques you should use is the careful keyword research. If you manage to discover lucrative terms that have a good level of traffic and aren’t too competitive, you have good chances to obtain excellent positions in the SERPs with only a handful of links. If you publish high-quality content, these links shouldn’t be a problem, as they are going to come to you naturally. Bloggers and news websites link to their best information sources, so your primary concern should be to become an authority in your niche or topic. In the case of extremely competitive keywords, this may not be enough to rank well, so you should understand that successful white hat SEO starts with the choice of keywords to rank for.
Infographics can be an excellent method to make your website known and entice other site owners to link to it. If you gather enough data about your market or your industry, you can represent it in an attractive form, so that people feel the urge to share it with their friends. These charts have a high potential of becoming viral, so you should spend some time thinking about such creations. They can bring you an authority boost. The better your authority, the easier it is to rank for your most relevant keywords, using solely white hat techniques and methods.
The biggest challenge of white hat SEO is that it requires a lot of time. You can’t expect fast results, as all your achievements would take a lot of time. You have to work your way to the top slowly but surely, one link at a time, as opposed to black hat, which makes use of tools that can bring thousands of incoming links to a page in as little as a few hours. However, such massive amounts of links acquired very fast would most probably attract a penalty. If you want to build a website to last for a very long time, white hat is your only way.