In the marketing world, Black Hat and White Hat SEO techniques have very clear distinctions that you need to be readily aware of to ensure you hire the right digital agency for your business.

All too often you’ll come across digital design agencies or SEO specialists who will make astounding claims of being able to get your business ranking on the first page of Google within a short timeframe. Now whilst as a business, this kind of offer is exactly what you want to hear; their methods for achieving this may not always be ethical or approved by search engine guidelines.

What is SEO?

Search engine optimisation is a tool that no online business should ignore, especially if you want to improve the volume and quality of traffic to your website. Implement the right SEO plan and you can improve your rankings on the likes of Google and increase the visibility of your website to potential clients.

And the higher you rank on search engine results pages, the more visitors your website will naturally acquire!

Bearing all this in mind, it is unsurprising that SEO is such a sought after marketing strategy. It can mean the difference to success or failure. However, like we mentioned before, the methods some providers will adopt in order to get you ranking high, are not always approved or will apply the right principles to your campaign.

Black Hat SEO often attempts to improve your rankings by going against approved search engine guidelines and instead employs deceptive and unethical techniques that falsely attract traffic


From keyword stuffing to doorway and cloaked pages, to link farming, hidden texts and links; in the long run, these Black Hat SEO practices will eventually get your website banned, de-indexed or even penalised to a lower ranking.

So if you’re looking to hire a digital design agency or SEO specialist, we recommend avoiding anyone who adopts any of the following practices:

  • Spamdexing – this involves the repetition of unrelated phrases to manipulate relevancy or the prominence of resources.
  • Keyword stuffing – this occurs when long lists of keywords are packed into content without proper formation.
  • Invisible text – this occurs when keywords are hidden and placed in white text on a white background in order to attract search engine spiders.
  • Doorway pages – this is a false page that consumers never get to see, but has been purely constructed to trick search engine spiders into indexing the website higher.
  • Invisible iFrames – this naughty trick happens when a page visible to a visitor does not belong to the company hosting the webpage. Instead these are used to download software onto a consumer’s computer without their knowledge.

What is White Hat SEO?

White Hat SEO conforms to search engines guidelines and aims to boost your rankings in an ethical manner that will last. Through detailed research, analysis, content improvement, web redesign and rewriting Meta tags, these can all help to naturally increase your rankings and create the right kind of attention around your website.

In fact, the sole aim of White Hat SEO is to create content for users and promote accessibility, so whilst it does aims to conform to SEO guidelines, the content created isn’t just for search engines. Instead the content indexed is exactly the same content that consumers expect to see when they click on the link.

At the same time White Hat SEO focuses on: readability; relevance; structuring and the creation of well written content that is useful to consumers, and which can be used for cross-linking pages internally (as well as for building relevant inbound links from trusted external websites).

Which method should you choose?

Whilst Black Hat SEO certainly has the attraction of producing faster results in a shorter amount of time in comparison to White Hat SEO; in the long run White Hat SEO is much safer.

Give into temptation, and Black Hat SEO techniques could result in getting your website, banned, de-indexed and heavily penalised. Or worse – it could badly damage the reputation of your business!

However, trust in a reputable company such as ourselves – who utilise only White Hat SEO techniques -and you can experience the security of lasting results; higher rankings and guaranteed approval from Google Panda and Penguin.

So if you are looking for a lasting and credible solution for your SEO marketing campaign, contact us today and experience the reassurance that your website will be supported by the finest in White Hat SEO techniques.