White Hat SEO Promising Success while Black Hat SEO Promising Removal
1. White Hat SEO: improving search engine rankings using ethical techniques and by following the search engine rules
3 White Hat SEO Techniques
Keywords: using keyword phrases that correctly depict the webpage
Quality Content: providing users with webpage content that is helpful, unique, and well written
Inbound Linking: placing a link on one's webpage or blog that connects to another reliable webpage
2. Black Hat SEO: improving search engine rankings using unethical practices that are not approved by search engines
3 Black Hat SEO Techniques
Link Farm: webpages that are linked in order to drive up the ranking of each individual webpage
Stuffing Meta Tags: including phrases in the meta tag that are irrelevant to the webpage
Cloaking: designing a webpage so that the search engine views the webpage in one way, but viewers see a completely different page
Information from: Webopedia, About.com, Howstuffworks.com
3. After doing research, the following company uses White Hat SEO:
Gap Inc. does a great job using keyword phrases to elevate their search engine rankings. They do not use false keywords or meta phrases. When searching for women’s or men’s jeans, Gap is always one of the top results. The information on their website is quality content. The site is also linked on many blog sites.
The following companies use Black Hat SEO:
In 2011, the New York Times revealed that J.C. Penney was caught red handed for using black hat SEO techniques. The company was linking thousands of irrelevant webpages to their website in order to be ranked highly for many searches during the holiday season. The company claimed to not have known anything about this black hat scandal. Instead, they blamed the problem on SearchDex, their SEO consulting firm. The following picture (from searchengineland.com) demonstrates how many pages were linking to J.C. Penney which was improving their ranking.
The following link is an article from the NY Times about this issue.
http://www.nytimes.com/2011/02/13/business/13search.html?pagewanted=all
In 2006, the BMW Germany was caught for cloaking. To search engines, the webpage appeared to be filled with keyword optimized text. When humans would look at the same webpage, it would direct them to a page of luxurious car images. When Google discovered the clocking scandal, the website was taken out of the Google search engine index.
