This post is by guest author, Amir Noghani. This article has been edited and published with the author's permission.
White Hat SEO is the preferred method of improving your website’s rankings with search engines. It involves using strategies and techniques to optimize your website for search engines, with a focus on the human audience that will be viewing the website, rather than just what the search engines use for rankings. White Hat SEO methods follow the rules and policies of search engines for the search engine optimization that are put into place to ensure fairness in search results rankings. Some of the more common examples of White Hat SEO techniques that qualified SEO consultant use, include keyword analysis, backlinking, organic link building, and creating content for readers. White Hat SEO relies on quality, not trickery, to improve website traffic.
Provide Quality Content:
The phrase “content is king” is one of the most commonly heard phrases in SEO, and it remains true. The single best thing you can do to optimize your business website for search engines is to offer well-written, original, up-to-date content for your users. This can also include things such as blog articles and videos. Keywords can be used, but should not be used excessively. Make sure that any content you provide is relevant to your business and to your readers. Random content that isn’t connected to your business’s field will just confuse customers and cause them to find something else that interests them. Check your content to ensure that it’s free from grammatical and spelling mistakes, and make sure it’s accurate. Providing factually correct information to your readers will keep them coming back to your website.
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Separate Content from the Presentation, and Use Semantic HTML:
Using structural semantic markup on your website will help search engines better understand the content on your website. Use the heading elements properly, which will allow search engines to recognize the content between the headings. When you separate the design elements of your website from the content, it makes it easier for search engines to find what they’re looking for, which goes back again to the importance of providing useful, relevant content through your website.
Use Proper Titles and Metadata:
It cannot be emphasized enough how important it is to use these properly. The title of anything basically declares what the content will be, so make sure you title the content appropriately, to draw the readers in. A good title will give a hint of what the content is about, without revealing too much information to spoil the surprise. Relevant keywords should appear in the title, but do not overload it with keywords. Keyword stuffing will result in penalties from the major search engines. If the offense is damaging enough, it can result in being banned. Metadata refers to information about the website, such as the page title, description of the page, and images within the content. This information gives valuable insight for the search engines.
Research Keywords and Use Them Effectively:
Black Hat methods have resulted in keywords not having the importance they once did, but they still have their place. Keep relevant keywords and key phrases in mind with the creation of your website. Don’t stuff your site with keywords, but strategically use some of the words throughout your website that internet users might be using to search, words that are specific to your product or service. Long tail keywords are also useful, but again, use judiciously, and don’t just stick the phrases in every possible location in your website or content. You must take the time to adequately research keywords so that you know what words will attract your target audience.
Build Quality Inbound Links:
Inbound links are important, but you want good links associated with White Hat methods. Good links are those that come from other web pages that are regarded highly by search engines. Good links will be relevant to the content of your own website. Don’t just try to gain as many links as you possibly can, because that will actually result in search engines penalizing your website. Focus on organic link building, which means that a website links back to your website without being asked. Again, this goes back to providing great content through your website.
Of course, there are plenty of other White Hat tactics that can be used to optimize your website, and you should incorporate as many of those techniques as possible into your website. However, these are definitely some of the most important methods and have been shown to be the most successful for websites. Remember to provide quality content to readers of your website, along with using strategic keywords to attract new visitors. Structure your website so that the content is separate from the presentation, and make sure to use good titles and provide metadata, such as a description of the page. Lastly, focus on building quality links with other trusted websites. When a trusted website links back to yours, it will give you a boost in search result rankings. Following these best practices will certainly make a different with your website and business.