Search Engine Optimization: Types & Examples

Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

There are three different types of search engine optimization used. In this lesson, we will discuss white hat SEO, black hat SEO, grey hat SEO, and examples of how they are all used.

Search Engine Optimization

Companies look to SEO to help gain more awareness and to make their company higher in the rank of a search engine. SEO is utilized through search engines such as Google, Yahoo, MSN, Bing, etc. Search engine optimization uses keywords that attract a user to the company. For instance, if you have a cell phone business, keywords would be ''cell phones'', '' Apple cell phones'' or anything else you would want a reader to search for to find a product. There are different types of SEO people can use to promote their company.

White Hat SEO

White hat SEO helps improves a website's performance while still following the rules and regulations of the search engine. If a company used Google, they would abide by their terms and conditions when utilizing their SEO services. White hat SEO is a longer lasting technique than the other types of SEO because you are abiding by the rules and regulations. It offers quality content and uses keywords to help consumers find a businesses website. You may also pay for ads to help promote your website and get more customers to visit as well.

Utilizing other tactics that are illegal could cause your company to be banned from a website such as Google. Being banned from a search engine would have an effect on your sales and brand recognition. It is essential to make smart business decisions and use SEO that will have a long-term presence. Although you have to pay for SEO, it is beneficial to get the data needed to improve performance.

Imagine you want to gain some attention for your website that sells army figurines. You want to make sure you follow all of Google's terms and conditions. You utilize keywords to help users find the different figurines you have on your site. Using ads also will help the business gain more recognition, so you decide to utilize pay-per-click advertising to be able to earn more brand recognition and increase sales. You followed all the rules and used white hat SEO.

Black Hat SEO

Black hat SEO is a way a company can increase their ranks in SEO by violating the search engines terms of service. Black hat is often used for people who use the internet to perform illegal actions such as hacking, sending viruses, or by performing any unethical behavior online. Using black hat can get a company banned from a search engine because they are breaking the rules. It is not worth it for a company because, when caught, it will affect their profits.

Black hat SEO may be used to report multiple competitors to help eliminate them from the search engine, thereby moving higher on the list. They also can use spam on blogs, hidden texts, keyword stuffing, or use paid links. Keyword stuffing is when a company enters keywords into the website so the search engine will scan it but the users cannot see it. In this way keyword stuffing is another way to make your website appear at the top of a search engine.

Paul owns a website where he sells watches online. Paul wants to be at the top of the list when a person searches for a product. He decides to use keyword stuffing to make sure Google scans the word ''watch'' plenty of times. He also uses hidden texts to make the keyword ''gold watch'' the same color as the website's background. Google finds out about Paul's tactics and bans him from using SEO for Google. Although it temporarily helped his sales, the long term sales he could have had through Google is not possible now.

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