Both the terms ‘black hat SEO‘ and ‘white hat SEO‘ are widely in use in the SEO industry. Both the techniques are used in popularizing a site in search results. But ‘black hat’ SEO techniques are frowned upon and Google is known to penalize sites using black hat SEO severely. So, what separates black hat techniques  from white hat techniques?

Unfortunately the black hat SEO techniques have evolved from white hat techniques and initially there were no such distinguishing factors. But with time the process of making a site popular in the search engine through unfair means became popular as black hat SEO.

As the name suggests, black hat SEO would bypass the conventional ways of SEO and follow the short cut to improve ranking of the site in search results. So, what comprises black hat SEO?

• Keyword Stuffing: Keyword stuffing refers to the method of  increasing the density of keyword in the content. When ideally the keyword density to be retained  between 2%  and 7%, black hat SEO compromises on the quality aspect of the content to intensify keyword concentration in it.
• Invisible Text: The technique of invisible text is used as an alternative to keyword stuffing. When keyword stuffing is similar to sabotaging your site’s content, invisible text policy would let the site have two content, one is an information rich one for the visitors and the other is the keyword dense content for the search engine.
• Link Farm Sites: Link farms are created to generate links for sites as links play an important role in popularizing a site. Link farms would create webpages dedicated for link exchange. But links from the link farm sites no longer receive the value that they used to get. Search engines now have techniques to identify link farm links and would also discount those links accordingly.
• Doorway Pages: Doorway pages are fake pages created to improve the ranking of the site with the search engine.  The doorway pages, or gateway pages as they are sometimes called, are created to index the site in the search engine. The visitors would then be redirected to the real page from the gateway pages.
• Cloaking: Another form of hiding text but is more sophisticated as it is done at the server’s end. The server would display different text to the Google spider and human visitors.

The black hat SEO is known to bring result only temporarily. As the black hat SEO techniques are improving so is the techniques of search engines to crack those down. If a site is found using black hat technique to improve its ranking in the search result, it would be penalize and even can be banned from the search results altogether. Hence, it is advised to avoid black hat techniques to popularize one’s site.
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After giving your best efforts, when you begin to realize that your SEO campaign has not worked, it is time to look for expert help. Hiring a SEO company to work for you may be a viable solution. There are many such companies offering this service, finding a reliable and efficient one from them is not easy. It is imperative for you to have some preliminary knowledge about SEO practices and goals. This is necessary to avoid frauds and set realistic goals.

Keep in mind following things while selecting a SEO company:

None can guarantee top place or rank in search results of major search engines like Google, MSN or Yahoo. If a company claims that they would get you there, then you have serious reasons to question their honesty and competency.

Look for recommendations from business partners or friends about services of different SEO companies they have availed. Web master forums may be consulted to find a company providing services for SEO, in case you don’t have reference from near ones. However, all comments on such forums should be treated as suggestions and should not be taken on face value.

When you have short-listed few companies, search online about their credibility and reviews. Cheapest is not necessarily the best, similarly high price doesn’t always ensure great quality.

Feel free to ask a company about the sites that they have optimized recently and references from satisfied clients. If you are denied such information on grounds of confidentiality then there must be something suspicious. List of happy customers should not be a secret for a company.

An efficient SEO company is expected to have a high page ranking (PR) for their own site. If this is not so, then how are they expected to optimize your page? Ensure that the company you are hiring for SEO do not adapt black hat SEO techniques for optimization. To ensure this, it is desirable to learn about black hat SEO tricks before cross examining them about the techniques they usually adopt. Ask them about the sources of backlinks and make sure they are from reputable sites. Stay away from companies that use automated submissions.

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Sitemaps have been always integral part of good web designing practices. However, from SEO perspective and adoption of leading search engines, sitemaps have gained more importance. Conventional sitemaps in standard HTML format are still followed by MSN and Yahoo search engines but leader of the lot, Google uses special (XML) format that is not same as the html version designed for human visitors. As such, you need to have two sitemaps, one for spiders and other for humans; for significant presence in Page Ranking (PR).

Sitemaps inform search engines about the changes and latest developments happening in your site. Such changes are indexed faster compared to the situation where you did not have sitemap. Reliance on external links for bringing traffic is reduced when you have submitted sitemap of your website to search engines.

Sitemap is also useful for classifying content of your website. Although, classifying a page according to a particular category or matching keyword is not done by search engines by simply following sitemap, but it is a good practice for SEO. As search engines improve their algorithm for sitemap indexing, importance of sitemap would increase accordingly.

You need to generate a sitemap for your site and upload it at your site. Next step is to inform search engine like Google about it. For generating sitemap, you may use online tool or download and install sitemap generator. Searching web can fetch you many free tools that can simplify your job. You can find links to several online sitemap generators, sitemap plugins to manage content etc. However, to have more control over output it is desirable to download and use Google sitemap generator. Verify the script used by the generator and follow instructions to configure and use it.

One of the most important aspects of SEO activities is Link Building. This activity is usually very expensive and time consuming. Search Engine Optimization has two distinct areas – on page and off- page optimization. Link building falls within off-page optimization. It refers to the process where other sites provide link to your site. While excellent links promote your ranking, poor linking or mistakes may doom your site.

Here are some common mistakes of link building that you need to avoid:

Try to avoid links from pages where spiders can’t crawl. A link that appears legitimate may not function as a link. Such issue arises mainly due to link exchanges where you put a link to other site but the other site doesn’t do the same for you. Such links can’t be indexed by Google as robots.txt bans it. As such, it is necessary to verify, whether the pages where your links are placed, are accessible to spiders. You may seek help from the tool Search Engine Spider simulator for such verification.

Sites or pages that are cluttered with backlinks are not suitable for link building. If your website is linked with 100 other sites on a page then it is hardly effective. Sometimes most of these links are non-paid and many directories put them on “nofollow” attribute. If you are paying for the link you still suffer.

Make sure that you are not getting backlinks from irrelevant sites. If you are offering financial services then a link from health site may not be relevant. Finding relevant sites is a challenging job. However, if you are not offering niche services or products then there are many sites that can provide you with relevant and useful backlink. For providing suggestions to niche services, tools like Backlink Builder may come handy.

Link exchanges are one of the best white hat ways for building backlinks. However, there are incidences where dishonest webmasters cheat their clients. Make sure that the link you are paying for is not attributed as “nofollow” or it doesn’t disappear.

Anchor text of the backlink should contain keywords. If the anchor text contain something like “click here” then it is hardly useful. Even when the webmasters try to replace an image in place of keywords, make sure that the ALT text of the image link contain your keywords.

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• Speeding up SEO: When a site has volumes of pages that require to be optimized in the search engine, it becomes manually impossible to optimize each page. SEO tools can prove beneficial in optimizing large volumes of pages.
• Analyze Optimization Process: SEO tools can help in analyzing the performance of a page. Once a page starts appearing in the search result, the SEO tools can help in analyzing its performance over time. The tool can also help in identifying the areas of improvement.
• Analyze Keyword Competition: The SEO tools can help in analyzing the competition of a keyword and therefore can help you with optimization. The Google Adword is an ideal tool for analyzing relative competitiveness of different key phrases.
• Page Rank Checker: The page rank checker of your site would let you keep track of the page rank changes, so that you can be alerted whenever there is a Google dance and start working on damage management immediately.
• Extracting and Categorizing Information: The SEO tools are capable of extracting and organizing information faster than human. The accumulated information then can be used for proper optimization of the page.

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One sure indication to the popularity of SEO tools is that several SEO tools are now available in the market. Google offers a hoard of SEO tools for the webmasters.

• Google Adwords: Although it was designed to help the PPC advertisers in finding the right key phrase for their advertisements, the Google Adwords tool would show results based on your seed key phrase upon which you can use to improve the page for better ranking. This would also let you analyze competition of each keyword.
• Related Searches: The related searches tool would help you in finding associated key phrases. This would help you in diversifying the  keyword in a page and avoid the problem of keyword stuffing.
• Wonder Wheels: A new inclusion in the array of Google SEO tools. The visual representation of keywords would help you find associated key phrases for your chosen key phrase. It would help you diversify your keyword optimization.

The argument would continue amongst the webmasters whether or not it would be a good idea to use SEO tools for optimization purposes. But, since the demand for SEO is growing one can surely benefit from the use of these tools to analyze the performance of the site.

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Here are some commonly adopted Black Hat SEO techniques:

Keyword stuffing is the most widely used tricks of Black Hat SEO. Carefully selected keyphrases and keywords inserted within an article, along with relevant terms are good for SEO purpose. One of the prime sins committed by black hat SEO is to sacrifice quality of content for achieving high page ranking (PR). The idea is to stuff keywords and keyphrases, unnecessarily in description, title and main body of the site, for artificially attracting spiders. This method may work temporarily to increase flow of traffic. However, when the visitors find the contents irrelevant, they leave within seconds. Search engines often pick such tricks easily and ban the site.

Another technique adapted in black hat SEO is using shrewd web design practices to hide content from users but not from search robots. In this way they use quality content for their visitors but set aside keyword dense hidden content for the spiders to index. This may be done by manipulating variety of tags used in website HTML. Sometimes the text is made extremely small or to the same color of background. Search engines view these activities as serious offense and either penalize or ban them when found guilty.

Manifestation of black hat SEO has got new dimension with gateway page concept. A gateway or bridge page of a website is set up to be noticed by search engines algorithms, at the cost of content quality. This may sound similar to keyword stuffing but in this case the idea is to provide links and redirect the visitors to the target page or site. Many such gateway pages are generated for particular keywords or keyphrases. When search engines find these pages or sites they relegate them or the entire domain in their search results.

Here are some common mistakes of SEO campaign that may be avoided:

Targeting wrong keywords is the most common mistake. It is imperative to keep in mind that relevant keywords are those that are mostly used by average target visitors and not those that an owner or developer thinks. As for example, if you have a site for relationship then “guide for relationship” may not work well but “dating advice” may work wonder. Selecting the right keyword can build or break your SEO campaign. It is desirable to utilize tools like Google Adword Keyword Tool to select appropriate keywords.

Spiders can’t read Flash content, as such, search engines can’t index them. Flash sites are attractive but not useful from SEO perspective. If you insist that your business demands Flash-based site, then make sure to provide an HTML version for sake of spiders and indexing.

If you are using JavaScript to navigate the site, then you should know that search engines are not able to read JavaScript. Keep this in mind while building your web pages. If such script is essential for your site then consider building a sitemap. This sitemap contains links in non script tag that can be crawled by spiders.

Ensure that your URL is not without keywords. Popular search engines like Google, MSN and Yahoo assign considerable weight to URLs with keywords.

Focus on quality of backlinks and not on quantity. Spamming of backlinks may lead to a situation where the site may get banned.

SEO is a dynamic process. Once you do the hard work to optimize a site, it is not done forever.  It is essential to keep an eye on changes in ranking algorithms and competitors to retain your position.

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The basic idea behind including backlinks as part of page rank algorithm is – if the content of the site is good, people will start linking to it. More such natural links, better it is for page ranking (PR). However, getting quality backlinks, from relevant sites is not easy. You need to acquire them to improve your PR. Here are some simple and effective ways of link building that may help your SEO campaign.

A valuable tool frequently used to build backlinks is – Backlink Builder. Enter your keywords and the tool will provide you a list of sites where you can post your message, article, comments for backlinking your site. After selecting appropriate sites, proceed with submission of your contents that provide backlinks to your site. This is a free trade. You provide the sites with content and they provide you with backlinks.

It is desirable to get listed in directories like Yahoo and DMOZ to have a significant web presence. Such inclusion not only provides free quality backlinks but also increase chances of your sites getting noticed by more visitors. Usually inclusion is free but you may need to wait for a couple of months to get listed in relevant category.

Forums are indexed by leading search engines. As such, blogs and forum postings, with proper anchor text, are effective ways to build backlinks. The backlinks are valuable when they come from respected forums or blogs. Make sure if owner of the site has banned search engines from indexing it. There is no point in posting backlinks in such sites.

Link exchange practice is too risky due to inherent technical complexity that may lead your site to get banned from prominent search engines. Try to avoid this practice. Try to ensure that you do not have backlinks from suspicious or unscrupulous sites.

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Using this tool is simple and convenient. Put some seed keywords of your choice or URL of your site and the tool automatically generates bunch of suggested keywords. From the long list of these keywords select the relevant ones with decent search volume. There are two types of search volume displayed by the tool – local and global.

It is desirable to focus effort on selected keywords. Look for the keywords that are easy to optimize with respectable search volume. These are the keywords that have least competition in Google. To discover them, start by going to Google.com. Now, type each selected keyword one at a time. To find out exact phrase, surround your keyword with double quotes. Note down the number of web results for each of your selected phrases. Divide global search volume with number of web result for each keyword. This ratio is used to identify and shortlist keywords. The keywords having higher ratio may be selected for optimization.

Selecting appropriate keywords is not enough; make sure that these keywords are working. No matter how careful or methodical was the selection of keywords, unless you have tested them you can’t be sure about them.

Suppose your company is providing consultancy services for indoor gardening and you are trying to optimize the word “indoor gardening”. It may take a year of hard work and effort for ranking in the first page of Google for “indoor gardening”. You may be disappointed to find that the result of such ranking is not fruitful for your business. Most searchers are bouncing because you do not provide equipment or material for indoor gardening. Lesser popular keywords like “Tips for indoor gardening” or “plan for indoor garden” may be more appropriate keywords for your target group.

One of the tested and proven strategies for SEO has been article marketing. This is the process of writing articles on relevant topics of your website and submitting them to respected article directories. High quality texted backlinks, provided by these articles when they get published, is the prime benefit of article submission. There are two types of backlinks – reciprocal and one-way. When your website and another website link back to each other, this two way link is called reciprocal link. Search engines don’t give extra credit for such links; they prefer one way link for indexing. However, you may need to balance your SEO campaign with mixture of reciprocal and single links.

This brings us to the question – why should article directories publish articles and provide link? Benefit for such article directories is content. Article directories require high quality content to attract more traffic. More content they have more ad-space they can sell. Search engines love contents in the form of text. There is no better way to provide textual content than high quality articles. Purpose of search engines is delivering high quality content to end users or searchers. If you can provide relevant articles of top quality, search engines will index your content and rank it high in search results.

Article directories allow placing of three anchor text backlinks. As a smart marketer, you would link back to your website by using selected keywords as anchor text.