What Is White Hat SEO And Why Is It Important?

White hat SEO uses techniques to promote a website in a way that is accepted by search engines and follows its guidelines, rules, and policies. In general, these techniques tend to focus more on a target audience rather than on using loopholes or back doors to attract a more significant amount of traffic to a website and increase its search engine ranking.

This type of SEO is also often referred to as organic SEO meaning that it optimizes features of a website that would naturally increase its ranking in the long run. The techniques, therefore, provide a bonus of creating a better site that is designed to improve user experience thereby attracting a higher customer base or clients.

One of the most common and oldest white hat SEO techniques is the regular addition of relevant content that is unique and of high quality. This allows new web pages to be crawled and constantly indexed, increasing a search engine ranking according to relevance. Relevance plays an essential role in the content, and each new addition should not only be relevant to the website, it’s products and services but also to internet users that receive some value from the information contained in the content.

Another conventional technique is link building. Adding links to web pages creates a pathway for search engines to use to locate and correctly index new content. Strong links should once again be relevant and preferably to a site that is an authority on the subject. It is recommended to be careful when using link building strategies that are not strictly white hat and can result in penalties. For example, backlinks that do not link to quality, relevant sites may be detrimental.

Search engines have also been increasing their focus on providing a better user experience over the past couple of years. Websites that have low bounce rates and can keep visitors on their site for a more extended period get credit. Sites that have been optimized for mobile usage and have faster loading times are also ranked higher. Providing more significant value to search engine users will also increase a ranking on a search engine results page.

Unlike white hat SEO, black hat SEO techniques do not follow search engine rules and guidelines and can, therefore, result in penalties that negatively impact a search engine ranking. In some cases, these black hat strategies can result in a website being banned.

What’s The Difference Between Using An SEO Consultant Vs. An SEO Company?

When you run a website for your business, you rely on it to do many different things for you. At first, you might use it as a resource where those who are interested or curious in your business can find out what products and services you offer, as well as possibly your prices, location, and hours, on top of contact information like a phone number, email address, and social media accounts. However, your website should be a source of business too. If you do the right search engine optimization, you should be able to rank high enough for search phrases related to your content and offerings that you can draw in traffic from search engines, get their attention, and then convert them into actionable sales.

You can try and handle this all internally, but the best experts in the SEO industry usually work purely within the field and not inside just one company. They can typically make more money working for multiple clients at once given the market value of their skills and expertise. Fortunately, you can still access them, either by hiring an SEO consultant or just using an SEO company.

Keep reading to learn what the similarities and differences are between them so you can know who to choose and then use as either a supplement or even instead of your internal SEO team.

An SEO consultant is typically just one professional who can review what your current SEO team is doing, measure how successful it is, point out how productive it could be, and then illustrate specific ways in which your team could go about improving things so that you get more traffic and higher conversion rates. If your company’s SEO efforts are being made primarily in-house, then an SEO consultant can be a valuable advisor who directs efforts in better directions and provides industry insight to those who are doing the many tasks and grunt work. The upside of an SEO consultant is that such a professional can give you great direction while you save money by having people inside your company doing the heavy lifting of the many simple, menial tasks involved in SEO. However, a consultant won’t have the authority to make sure those suggestions get implemented and put into place.

On the other hand, an SEO company or digital marketing firm can let you outsource all of the work, taking over everything from building backlinks to managing social media to creating content regularly. If your business doesn’t have anyone inside that knows SEO, you can delegate it to the outside vendor for a set price, and then let your staff focus on what they do best instead.

Now that you’ve read this article, you should know the primary difference between an SEO consultant and an SEO company. Knowing what each can do for you should help you choose the appropriate option for your website and business. With luck, you can find the perfect resources that help you grow your online exposure and improve the ranking of your site as well as convert more of your traffic into actual revenue and business.