Search engine optimization can be divided into two categories: methods that search engines consider 'best practices', and practices that search engines frown upon. Search engines try to lessen the effects of black hat SEO. The search engine industry and the SEO community have classified these methods as white hat SEO and black hat SEO. White hat techniques typically produce long term results and black hat practitioners, in the back of their mind, know that their sites may be de-indexed from the search engines if they're found out.
White Hat SEO
White hat methods follow the search engines' guidelines and do not try to trick the internet visitor or the search engine. White hat is not only about following guidelines, it's about making sure the search engine content matches what the user will see. White hat recommendations include creating content for users, not for the search engines, and then making the content easily accessible to the search engine spiders, rather than to try to deceive the search engines.
Black Hat SEO
Black hat SEO tries to improve rankings in ways that are not approved by the search engines. One black hat technique is to use text that is the same color as the background. Another technique is to take the user to a different page than the one that was requested, a technique called cloaking.
Search engines may penalize sites they find using black hat methods. Punishments include reducing their rankings or removing the website from their index. These penalties can be implemented automatically through search engines' algorithms or manually by review.
Our SEO team at Insurance Website Builder only uses white hat methods that will ensure your insurance websites will remain indexed in the search engines and highly ranked.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder