Whether you’re making a website for fun or doing it for your company, finding out that search engines don’t recognize your website can be frustrating. If a search engine doesn’t display your website on its results pages, chances are you won’t have visitors to your site. This is especially true today, because the days when people simply typed a website URL into an address bar are long gone.
When people search for a particular service or product, they will start their search on search engines such as Google. For your website to have traffic, it needs to be well on search engine results pages (SERPs). Fortunately, you or your company can achieve this feat through various search engine optimization (SEO) practices.
White hat versus black hat SEO
Before implementing any SEO strategy, it is important to keep in mind that not all SEO techniques are allowed and ethical. Google has a habit of constantly updating his guidelines. This way, webmasters will refrain from practicing any unethical SEO strategies, which many in the industry call black hat SEO. From sending spam in the comments section of a webpage to turning and placing keywords across all content, there are a lot of black hats SEO tactics—Everyone aims to increase the ranking of the website. But this ranking does not last long in business. It can often ruin the reputation of your business.
On the other hand, you have SEO practices that do not apply any undeserved or unfair advantage to one website over another. Many experts call this practice white hat SEO. Instead, it ensures that the terrain is level, making competition on the front pages of the SERP fair for all.
Basically, white hat SEO aims to focus on improving someone’s website for the sake of a human audience instead of cheating the algorithms used by the search engine. So you can say that white hat is SEO best practices always keep users in mind. Black hat SEO, on the other hand, focuses on cheating Google’s algorithm.
Why you need to use White Hat SEO
Basically, if you use black hat SEO techniques, Google and other search engines will ban your website. As mentioned earlier, since potential visitors usually use search engines before they come across any website, getting banned from any search engine will result in a drastic drop in your web traffic. This effect translates into a loss of profit for your business.
In addition, there is no guarantee that Google will put your website back on the list when you are banned. A lifetime ban from Google, simply by refraining from using white hat SEO, will have huge consequences for your brand. So, if you are not an SEO expert and want to rank well on search engines, it is in your best interest to leave the job to professionals such as Digital Sisco.
White Hat SEO Techniques to Encourage Organic Traffic
Now that you know the difference between a black hat and a white hat SEO and why you should always apply the latter, it’s time to know some techniques that will drive more traffic to your website this 2022. As mentioned, since Google regularly updates its guidelines, what worked last year may no longer give the same results this time. For your reference, here are the best white hat SEO techniques to help you run more organic traffic to your website:
- Good design and navigation
Google has several factors and algorithms when ranking a website, one of which is the degree of page abandonment. A high bounce rate occurs when users leave your website quickly. Users who leave your website quickly can be the result of poor navigation and design. If you don’t want to have a very high homepage visit rate, make sure your website has a good design and user-friendly navigation. This way, users will stay longer on your website, reducing your homepage visit rate.
Moreover, the key element that will contribute to the design of your website is the color contrast ratio. With a good contrast ratio, your website becomes easier to read, which it will be improve the user experience (UX). Also, make sure your color combinations are consistent across all of your promotions and ads. This way, customers will associate your colors with your brand. Fortunately, there are already many tools on the Internet that can help or test the color contrast ratio of your website.
- Make your website mobile-friendly
Various articles have already proven that mobile phone users have grown significantly. In 2020, there will be about 6 million mobile Internet users, which is a huge jump compared to 3.7 million in 2016. With this number alone, Google has focused on the indexing system in the first place on mobile devices. This means that you should have an approach that is primarily focused on mobile devices when applying your SEO efforts. (3)
For starters, whenever you design your website or hire an expert, make sure your new or updated web design is easily visible on mobile devices. Texts, images and content should also be loaded quickly.
The first two techniques mainly apply to the UX of your website. But that’s not the only white hat SEO technique you should focus on this year. In fact, you also need to make sure that you choose keywords that are relevant to your business. When choosing keywords, refrain from choosing those that have great difficulty and search volume. Choosing these keywords will be a challenge for you to rank in relation to the websites that already use them.
If you have no idea how keyword research It works, you should first find a keyword search tool. If you have this tool, it will be easier for you to generate possible keywords. Once the tool has generated keywords related to your industry, select those relevant to your industry and then plan your content around them. When it comes to white hat SEO, choose mid-range keywords that have a difficulty of around 50-70. (3)
In addition, keep in mind that keywords are often categorized as short-tailed or long-tailed. The first has a very high difficulty with keywords, while the second focuses more on the customer and is not as difficult compared to the first. As such, people you plan to target with long keywords have a high chance of taking advantage of your products or services. This means that if you want a more focused and specific way to drive traffic, start implementing long keywords.
- Create long content worth linking to
If you want more organic traffic this 2022, start creating content with more than 1,500 words. In addition, you need to make sure that the content you write is worth linking to. But how can you make content worth links to?
First of all, link-worthy content focuses on the proper use of keywords. After using the right keywords, don’t forget to promote your content on your social media channels. Keep in mind that articles, blog posts, product pages, and guides are among the types of content that will greatly impact your SEO.
- Build high quality feedback
As in previous years, backlinking is still a secure SEO tactic that can lead to large amounts of traffic and improve the credibility of your website. By building high quality backlinks, the content you write will be considered by many people as an authority. Google will then consider your site an industry expert, rewarding you by displaying your website on the first page.
In order for your website to have value, avoid posting unwanted links and focus on high quality ones. This is especially important because Google will now analyze your content and verify the authority of the links you post. If Google detects that you are using unwanted links, it will penalize you, which will negatively affect your brand’s reputation.
The rich snippet, displayed on the browser page, refers to additional information that will add value to the result. From a search engine perspective, when they see that a result has a clip, they will already have an idea of what the content is just by looking at the results, which makes it more appealing. Because they find it appealing, a rich snippet turns out to have more clicks or clickthrough rates (CTRs), allowing you to have more traffic.
To add a rich snippet, you need to have structured information on your website. That way, Google can display the clip. This data or code will notify Google to extract the relevant data so that it will be displayed in their SERPs.
Note that you cannot use rich clips in any type of content. Focus on adding a rich clip to the following:
- Companies and organizations
Although rewarded, white hat SEO techniques will not fulfill the promises they make overnight. In fact, it will take about a month or more for your website to notice any improvement in ranking. Even if it takes time, you can always take this opportunity to learn more about other white hat SEO techniques through a variety of sources. Just remember to avoid using black hat SEO strategies. Basically, it is important to be patient when applying white hat SEO.