In one of our previous blogs we touched upon the basics of white hat & black hat SEO, including what they are and what effect, for better or worse, they can both have on how Google ranks a website. To quickly recap and summarise what we have already covered, conducting white hat SEO will allow your site to grow and rank higher on Google's search engine results page, it can however take some time until results start to show. Black hat SEO on the other hand can show positive results quite rapidly, leading to a short-term increase in traffic and sales, but as black hat SEO practices are frowned upon by search engines, sites that carry it out will soon be penalised.
Produce Meaningful, Readable Content
The content that you produce on a site has to appear like something that a person would actually read, and not just like it is trying to appeal to a search engine's algorithm; spotting spammed content is a search engine's way of trying to ensure this. Targeting keywords and search terms is still a necessity, but when you're producing written content on your site make sure that you use them sparingly, and never more than 3 times per 100 words.
Get Rid Of Duplicate Content
The difficulty of ensuring that a site is full of fresh, original content is that it can be very time consuming, but then again anything worth doing is. Product titles and descriptions are a good place to start, as making sure your site's listing of a popular product is different from the majority of others will make it more likely to appear when searched for. It will not guarantee a site's place on page one, but it's a good start.
Update Your Site Regularly
Writing blog posts, like this one, on a regular basis is a great way of showing that your site is active, and the more you write and have on your website the more keywords and search terms you will be able to target. Bear in mind that you have to produce good quality content consistently to see any long-term benefit, churning out 10 blogs in 10 days is pointless if after that you have nothing, it is better to pace yourself and maybe aim for one a week or one every fortnight.
Share Your ContentCreating blogs and articles is a great white hat SEO practice, but you also want actual people to read it and, ideally, share it. Obviously when a post is shared, on social media for example, it achieves a greater reach and there is an increased possibility of people reading it and discovering your site and what it has to offer; but there is another benefit to it as well.
When any of your site's pages are shared or linked-to search engines take notice, after all it makes sense to assume that a piece of written content that is shared by multiple people is more worthy of being read than another piece that has had no interest shown in it whatsoever. Having external site links is a very positive thing, but they need to be real and garnered organically, as aggressive link-building is a black hat SEO practice that will get your site severely punished.
Appeal To People
A good example of what we mean would be a site's meta-data, which is the title and small blurb that appears on google and attracts people onto the site. Naturally, keywords need to be used, but it also needs to inform the reader, quite concisely, what the page offers and then pull them in, ideally with a call to action.