Did you know that, in the current age of technology, nearly 94% of all online experiences begin by using a search engine. As a business you have to invest in a Search Engine Optimisation (SEO) campaign to generate valuable leads. However, before you do this, you need to understand the types of SEO and techniques that SEO provides. Understanding these techniques will help you create the best SEO campaign that will benefit your business. Let’s study the types of SEO techniques:
Broadly, SEO can be categorized into four different techniques, each with the objective of appearing as high as possible on the Search Engine Result Page (SERP).
Google, for example, has a set of guidelines to achieve said optimization. All businesses follow who want to use Google to generate leads have to follow these set guidelines.
Now, here are the four types of SEO methods:
As the name hints, this comprises of optimization that is compliant to the search engine’s guidelines. The campaign, thus, is aligned with the search engine’s rules and standards to rank highly on SERPs.
The focus of the White Hat SEO is the user rather than the workings of the search engines.
This is beneficial in long term as it gradually builds natural credibility with the audience through methods like content, link creation, internal linking, social media marketing, site optimization, Google Ads etc.
These techniques may not adapt to the intent and spirit of the rules laid by the search engines, preferring quick success over long term-rank building. Such methods generally look to harness loopholes to achieve immediate visibility.
Contrary to the White Hat SEO, Black Hat methods focus on gaming the search Engine rather than the users looking for relevant businesses. Over a long period, however, websites using such methods may get reprimanded and penalized as the search engine updates itself.
Examples include duplicate content, link schemes, hiding content, cloaking, keyword stuffing, doorway pages etc.
Grey Hat SEO is the middle ground. These methods aren’t all straight but they more or less comply with the search engine’s guidelines. However, they are usually not encouraged to be employed regularly. They are unsafe but work when one needs to be frugal with their campaign efforts. However, they aren’t growth oriented.
Examples include click-bait articles, spun content, link exchanges, paid reviews etc.
Sometimes, unscrupulous elements will try to hurt a competing website’s reputation by resorting to forms of attacks. This falls under Negative SEO and is always done by third parties and with an intention of harming another website’s visibility in order to improve their own. They often employ Black Hat and Grey Hat techniques, but on other’s websites.
Such strategies include building unnatural links to a competitor’s website, posting fake negative reviews, hacking websites to modify content etc.
While this cannot be contained on one’s end, it can always be monitored. While running an SEO campaign, regular screening is needed. Any unforeseen or foreign changes in the content and execution need to be flagged and fixed.
While there may be more techniques or hybrids of existing/new ways of optimizing websites for search engines, these are the fundamental categories widely used and commonly understood. Our recommendation will be to adhere to a search engine’s guidelines while using any SEO technique for boosting SERP rankings for organizational purposes.