Archive for category White Hat
So Eric Schmidt is out, and Google’s original CEO Larry Page is back in charge. Hopefully, this will mean an end to policies like the “creepy line” that Schmidt was lampooned for so many times last year. Since Page was in no small part responsible for Google’s early success, it’s a hopeful sign that this change is going to take the company back to the kind of direction that made everyone love it in the first place.
Of course, this could mean no difference in the long run, only time will tell what Mr. Page is going to do as the man calling the shots. The company has the unofficial motto of “Don’t be evil”, though, so hopefully this change will take the company away from the invasive practices that they’ve been tending toward for the last year. Personally, I think that this leadership change is, as Schmidt said in a recent update to the Official Google Blog, for the best.
So, as long as the company stops scaring us all with the possibility that it actually is trying to become the third half of our brains, that means we can expect things to go a lot smoother for everyone. Everyone who’s trying to do honest business online may well be able to get things done more effectively in the near future.
There are more and more ways you can go about letting everyone know that your site is great. It used to be that everything was spread through word of mouth, back before the search engines came along. Nowadays, there’s link building, web ads, and email messages sent because a company heard about you rather than the other way around. It’s even starting to be where you need to make on-site videos in order to help your search engine ranking.
That shouldn’t be surprising, when you think about it: the most important part of SEO services has always been and will always be the work that’s done to your website itself. People have known for a while that videos can help them because of how communicative they are, so it isn’t a very big step from that to also using them to help the site show up on search listings. You just have to be sure that, in keeping with the expectations of quality content, your videos are worth the attention of your client base.
Keeping up with things is always tricky if you don’t want to find yourself on the trailing edge – meaning if you’re actually keeping up. When that’s what you’re doing, it’s far too easy to try to get a little ahead but take a proverbial wrong turn and find yourself left behind by everyone else. Continual learning is the only way to deal with this, the same as it is with everything else.
So, you need to take enough time to carefully consider your options when you’re looking at getting anything done to improve your website. You need to make sure that you at least keep up with everyone else, but you don’t want to wind up fully committed to a dead end method if you get too far ahead. Only hiring the best services can keep you safely on the right path.
Most people don’t realize it, but a lot of what goes on in your website depends on the source code and meta tags that are used. Don’t misunderstand and think that this means that your content isn’t important – it’s absolutely vital – but the heavy lifting, so to speak, all goes on behind the scenes, where most people never see it. So, the code used has to have a code of morality, too.
Here’s the thing: someone who’s good at writing HTML and meta tags can basically lie to Google and other search engines, and get a different rating than they should have. This might mean they’re further up the list than they should be, but it might mean they get put onto lists where they shouldn’t be included at all – Black Hat SEO firms love that sort of thing.
White Hat companies, by contrast, will make sure that your code is completely legitimate and doesn’t include anything to try tricking the search engines. Instead, they make the whole website work fluidly with the spiders search engines send out to figure out where, and under what categories pages should be listed. Each line of HTML involved is written just right, so it makes everything easier to inspect and come to an accurate decision.
They can even make your site more user friendly that way. Since work on optimizing the site is all about making it more relevant to prospective clients, making it easier to use is a serious possibility when the source code is being worked on. That’s why it’s important to make sure that you get a reliable, White Hat SEO company to handle everything you need done.
There are two parts to making your site show up online: The content, which means the stuff people read; and the source code, which is the stuff computers read to make each webpage work. There are things a Black Hat service can do in attempts to use your code to get a better listing, but all of that amounts to hacking on some level or other. The White Hat methods, in contrast, are fairly straightforward – what they do is make sure that every page on your site is counted when it should be and that everything works well with the search engines proper.
That leaves the content. This is also the easiest place for a White Hat service to shine and a Black Hat to get caught: It’s all about the quality of your site’s content. Poor quality or plagiarized content will ultimately get you a much lower placement, even if it puts you at the top of the list for a few days. The search engines will see that it’s causing their users trouble, and that their search spiders were tricked, and will bump your landing page down to a very low position. Unless they decide you should be blocked out entirely, of course. That would obviously hurt your business, but that’s the cost of working with a dishonest company.
What you really need is high quality, original content on every page. Even if that doesn’t get you the eternally desired Number One entry position, it will treat you a lot better in the long run. Not only will you maintain your high placement, people who visit your site will understand what you’re trying to communicate to them, and they’ll be a lot more inclined to give you their business. It’s really the gold standard to which every website should hold, whether it hires an outside company to help promote it or not.
The term “Quality Content” can sound a little vague, so here’s what it means:
- Proper grammar and spelling is employed.
- Every keyword you want included is used in a relevant, contextually accurate way.
- The content used is relevant to the pages where it’s put.
- No content is stolen from any other source – as any college instructor can tell you, plagiarism or copying someone else’s work for your own use is stealing.
- Content is neither so simple that it’s just a pointless blurb nor so technical that only an expert in your field can read it.
If any firm tries to tell you that these standards, you should immediately remove them from your consideration, because they can’t help you in the end. If, however, you can find one that is not only willing to meet these standards but is actually intent on doing so, then you’ve found a company that can do you a lot of good on the internet.
Ultimately, the choice is up to you for what you’re going to do. You can either take your chances with a company that’s willing to lie, cheat, and steal its way to the top, or you can “settle” for the honest one that’s going to do its best and won’t promise impossible improvements in your results. You’ll see which is which very quickly in the sort of content that’s used.
You might not think so, but it isn’t easy to be found on search engines. If you don’t have things set just right on your site, the search spiders that go all over the internet will think your site doesn’t matter and won’t include it – except maybe on the last page or so of the total listings. Since there are thousands of pages for every possible search, that means you won’t be found.
That’s where search engine optimization comes in. SEO has a bad reputation in some circles, because of Black Hat SEO operators, but the long and short of what it means is that your site gets tweaked so that the search spiders believe you when you tell them your site is worth listing. Most of this is a matter of using the right programming for your website, but some of it is about the readable content being worth the notice of people who use the search engines.
The difference between Black and White Hat SEO is also easy to understand. A Black Hat operator does whatever he can in order to get you a high listing, including plagiarizing other sites and lying to the search engines. They are especially known for flooding the internet with spam pages and text entries that are so filled with searchable keywords that they don’t read well.
White Hat, by contrast, does things the right way. He may not get you as high a page listing, but his work will last a lot longer, because he won’t get you penalized when you’re caught doing things you shouldn’t – you won’t BE doing things you shouldn’t.
All of that comes down to this one point: Without search engine optimization, your website will disappear in the thousands of comparable sites, but be careful what sort of SEO firm you hire to help you out.