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The Difference Between Gray, White, and Black Hat Techniques

There’s an easy way to remember the difference between gray, white, and black hat SEO techniques. In traditional westerns, the bad guys always wore black hats–the good guys, white. Guys with gray hats are not quite good, not quite bad. Here are some of the specifics that outline the differences in less simplistic terms.

Black Hat SEO

A black hat will typically engage in practices that are considered unethical by search engines in order to boost a website’s search results ranking. Some of these tactics include:
Keyword stuffing. This is accomplished on two levels–keyword stuffing in the content of a website, and keyword stuffing of a website’s META tags. This can bring about a desired result in the short term, but can have a devastating impact on your ability to continue to attract an online audience if your website is banned from a search engine.Adding invisible text. As simplistic as this approach sounds, it’s actually a technique that many black hat SEO practitioners utilize in order to stuff an online document with keywords without being seen.

This is accomplished by adding a bunch of keywords to a section of the web page, and hiding them by making the text the same color as the background. For example, black hatters will insert a long string of keywords in white lettering on a white background so that they can’t be seen by the eye, but will be picked up by a search engine.Link farming. This method is also referred to as spam-dexing, and attempts to raise a website’s search engine ranking by creating separate webpages whose sole purpose are to link to the black hatter’s website. Since the number of sites that link to your website help your search engine ranking, this has long been an effective cheat. But search engines, starting with Google, are starting to identify link farms and are taking decisive action to ban them.

White Hat SEO

Essentially, White hat SEO goes out of the way to avoid the kinds of schemes that the black hatters use to deceptively ramp up their showing on search engines. It avoids shortcuts and relies on tried and true methods to actually earn the coveted attention of search engine rankers and, ultimately, website visitors. This is accomplished through the following practices:
Relevant, compelling content. This is important because it serves to win over the two distinctly different–albeit crucial–segments of your audience: actual users and search engines, both of which arrive at accurate assessments of your website’s value and legitimacy through the quality of your content.Effective use of keywords. Web copy and articles aren’t shoddily written excuses to insert repeat instances of keywords and phrases–they’re actually informative, and use only relevant keywords. Non-deceptive META tags. The keywords entered into the page’s META data are representative of the keywords that appear on the page’s text, and aren’t manipulated in any way.

Gray Hat SEO

Toeing the line between black hat and white hat SEO methods, gray hat techniques are those that don’t blatantly cross the line into unethical territory, and in many cases can actually be arguably successful. Still, the fact that many of the methods employed are of a questionable nature separates them far enough from the straightforward and transparent guidelines that envelop white hat SEO. Gray hat SEO techniques include:

Using paid links. This is often done to get around the potential repercussions of participating in link farms. It works when one webmaster pays another to put a link onto their site, driving to the payer’s site.Limited keyword stuffing. This is sort of like the equivalent of driving five or ten miles over the speed limit–you’re technically breaking the law, but you’re doing it in a way so as to fly under the radar. Keyword stuffers should be aware, though, that just because you don’t flagrantly break the law doesn’t mean you won’t eventually get pulled over.

WebmasterRadio.FM Audio Extras: Digital World Expo Recap; SEO Q and A

Our production team has published some of our exclusive coverage coming out of the inaugural Digital World Expo Conference in Las Vegas last month:

We discussed Patented technology, Viral SMS Campaigns, and push Event Triggered Messages with Nicole Hurley, Sales Executive at SkyWire Media, Inc.

Chris Leslie, mobile and social marketing manager at the Las Vegas Review-Journal, explains why he says Social Media is for people, Real Time Brand Management is for business.

We have also posted two new WebmasterRadio.FM Rewind segments for the month of October:

SMX West 2008 SEO Q and A-Original Air Date: February 28th, 2008
We take you back to the SEO Q and A Session held at SMX West 2008 which included the following panelists: Jill Whelan, Todd Friesen, Bruce Clay, Greg Boser and Stefan Spencer and moderated by Danny Sullivan.

Research and Development in SEO on SEO Rockstars
Original Air Date: December 21st, 2005
Todd and Greg discuss Research and Development in SEO as they gave their outlook on the search marketing industry going into 2006 in this episode of SEO Rockstars.

We publish two new Rewind segments monthly. If you would like to request something for us to feature on the Rewind, please leave us a wall post on our Facebook page.

Domain Masters Reaches 250 Shows; Drunken Webmaster Roundtables Revisited

Domain Masters is the longest running weekly radio series on WebmasterRadio.FM. Today marks the 250th podcast of the show, and host Victor Pitts (who has hosted 96 episodes) uses the episode to give us a special 1-hour summary of what this program has offered to this point.

Victor caught with up with the original host, Monte Cahn (who hosted 101 episodes starting with the premiere episode in November 2004 until 2008), Jothan Frakes (hosted 18 episodes in 2009) and Chef Patrick Ruddell (who hosted with co-host Morgan Linton in 2009) share their favorite individual moments on the show.

Make sure to join us for this landmark 60-minute broadcast today at 5pm Eastern/ 2pm Pacific.

In other announcements, WebmasterRadio.FM’s Rewind series will take us back to the infamous, controversial and alcohol-driven “Drunken Webmaster Roundtables”.

Later this week, you will be able to download several snippets of some of the most uninhibited SEO conversations ever recorded. You can find them available for download this weekend.

Content Still Tops SEO Priorities – SES London

A panel of search engine experts at Search Engine Strategies London underscored the importance of quality website content as the top priority for strong search engine placements. The panel also reflected on the rapidly changing nature of search engine placement and the SEO process.

In his coverage of SES London, Edinburgh based search marketer Andrew Girdwood quotes speakers from the lunch hour keynote panel, “SEO, Where to Next?“, each of whom says page and site content remains the most important element effected by search engine optimization. Girdwood, who is the Head of Strategy at bigmouthmedia, offers excellent coverage of the session on his blog at arhg.net.

Moderated by Dixon Jones (Founder, Receptional Ltd.) the panel featured Maile Ohye (Senior Developer Programs Engineer at Google), Dan Cohen (Global SEO Lead at MSN), Julian Sambles (Head of AUdience Development at the Telegraph.co.uk), and Lisa Myers (CEO of Verve).

Each of the panelists noted the underlying importance of content as the primary signal for search engines. Some organizations built on quality content like the Telegraph prepare content stubs in advance of coming events. Sambles suggests constant preparation is far easier than constant reaction.

With advances towards the personalization of search results, knowing what content individual visitors want to read is extremely important. Sambles said the Telegraph examines what site visitors read and tries to tailor content to their wants. I think the assumption here is that reader preference as shown on site will also be shown in personalized search results. In other words, if the website knows what individual visitors want and manages to serve that content to them, references to that site should show in personalized results for relevant search queries.

Even with the advent of personalized search results, giving Google and other search engines a full view of your website content is extremely important. Though the article never mentions the word cloaking directly, the implication is that in most cases, cloaking remains a no-no for Google. (Perhaps the inclusion of an overall site-map showing Google all content while tailoring content to the interests of registered members is the answer)

Social media and local search are playing rapidly growing roles in search engine optimization. As the two often go hand-in-hand, media organizations are asking their staff to use social networking applications to communicate with their audience in order to draw traffic and create placement blips in personalized results.

The advent of social media, combined with long term abuse of link-focused SEO technique has made the pursuit of useful links far harder. Earned trust continues to be an important factor in the valuing of links.

The four panelists appear to have agreed that SEO as a service has not died but has fundamentally changed its focus from applied technique to communications and education. Andrew cites Google’s Maile saying, “… the barrier to entry on these SEO 101 factors has dropped. You can achieve it with WordPress plugins, for example. That’s why SEOs need to try harder to add value these days and why Google is keen to continue to communicate with website owners.”

Google and the other search engines see SEOs as important links in the chain of communication between the engines and website owners.

High end web design has become far easier over the years while at the same time is a career option for a far larger group of people. SEOs aren’t the only expert web designers working with or for an organization any more. What makes them different, as attributed by Andrew to Julian Sambles, is that, “Things change and digital marketers have their jobs because of this; they provide the solution to these new challenges.”

The Web that SEOs work on has changed fundamentally as well. Google’s Maile Ohye pointed out that the way users access applications or the Web itself has moved from double-clicking on the desktop to entering applications from the Web itself.

Maile’s observation points to a shift in the way Googlites look at the Internet environment with an increasing focus on cloud computing, networking and data storage. Whether they be apps made for mobile or apps used through a desktop computer interface, Web Apps are a major component in Google’s forward thinking thoughts.

Speaking of “forward thinking”, a line in Andrew’s piece suggests Google might make upwards of 400 changes to its algorithm every year.

The panel only had an hour to cover a rapidly evolving digital marketing environment. From the tone of Andrew’s article, it seems the panel and the audience could have spent several more hours exploring the topic. If you haven’t read it yet, here’s another link to the piece, “Is SEO dead? SES London takes a look (#seslondon)“. It’s seriously worth the read.

Greg Niland and Frank Watson Search for Solutions on WebmasterRadio.FM

Two more of the long-term legends of search engine marketing are coming to WebmasterRadio.FM starting next week.

Greg Niland (GoodROI.com) and Frank Watson (Smart-Keywords.com), are teaming up to present Search for Solutions debuting Monday February 1 at 7pm ET/4pm PT.

Greg Niland (aka GoodROI) was the original host of Good Karma which aired on WebmasterRadio.FM from December 2005 until December 2007. An active member of the Internet Marketers of New York and avid organizer of IMNY charity events, Greg is one of the swiftest search marketers in the world.

Frank Watson (aka AussieWebmaster), is well known in the SEO, PPC and affiliate marketing communities. He is also a staple speaker on the web marketing conference tour making frequent appearances at Search Engine Strategies and Affiliate Convention events. He is a writer, educator, lecturer and one hell of a fine web marketer. His columns can be read regularly at Search Engine Watch.

Greg and Frank will have a free wheeling sort of show where they will take and pose difficult questions on search marketing and the business of being a working webmaster. With nearly three decades of experience between them, Greg and Frank are enormous additions to the WebmasterRadio.FM family of show hosts.

Tune into Search for Solutions, weekly on WebmasterRadio.FM starting Monday February 1, 2010 at 7pm ET, 4pm PT or download podcasts from the WebmasterRadio.FM archives, from iTunes, or from other fine podcast distribution outlets.

Google Maps Scraping for Content

Critics of search engine optimization have long claimed that the practice of SEO would be eliminated as Google proceeds to introduce increasingly personalized and localized search results to its users. Those critics should spend some time reading cutting edge blog posts like this one by Mike Blumenthal. Google Maps: Now Adding Reviews from News Sites, Hyperlocal Blogs and Other Non Traditional Review Sources

Writing in his Understanding Google Maps and Local Search blog, Blumenthal takes a deep, technical look at Google’s new practice of scraping content from local news, review and event websites and applying that content to business listings generated through Google Maps.

With their newly implemented sentiment analysis, Google Maps is apparently now reaching across hyperlocal blogs, local portals and news sites and retrieving blog entries, general editorial reporting and even blog comments for inclusion as reviews on their Places Pages.

When it feels the need to add content to a local listing generated by Google Maps, the search engine might extract information from review sites, blog posts, blog comments or local news and events sites without the author’s permission. In other words, Google is using general comment as editorial advice and recommendation in local business listings found on Google Maps.

This method of information retrieval raises several levels of concern for consumers and business owners alike. Especially of concern is Google’s practice of presenting someone’s writing without context. In many cases, if a writer understood his or her views were going to be used as the basis for a business listing at Google, they might have chosen different wording.

In his blog post, Blumenthal cites several examples where Google uses information scraped from unrelated websites to fill into a listing generated by Google Maps and outlines how readers can check out if Google has used similar techniques in their local areas.

Naturally, SEOs and reputation management specialists will be interested in the effects of posts, comments and reviews in local news and event sites on small business listings though not necessarily for the same reasons. For SEOs, this practice gives another opportunity to boost a client’s business through another search channel. It also gives SEOs something else to help small businesses guard against.

SEO Original Disa Johnson on Rainmaker, Oct1

WebmasterRadio.FM’s oldest show, Rainmaker returns Thursday October 1st with a very special guest, Disa Johnson, owner of Chicago based Search Return LLC.

Disa stands among the best known and universally respected personalities in the search marketing industry. She is certainly one of the most colorful and outspoken.

One of the dozen or so SEO pioneers, Disa started her career in Bend Oregon in the mid 1990’s. In the early days, Disa shared her discoveries, knowledge and innovative techniques in hundreds of articles and at countless conferences, establishing herself as one of the primary teachers of second and third generations SEOs. Through her support and participation in many of the annual conferences and her collaborative way of thinking, she is considered a close friend by many people in the industry.

Disa is an amazing SEO, one of WebmasterRadio.FM’s SEO’s of choice. Whenever we have a SEO problem or encounter an interesting brainteaser, she is one of the first people we contact for advice and opinion.

In January, Disa surprised the search marketing community when she announced she was undergoing a sex change. Ten months ago, Disa was known in the online marketing community as Detlev. She revealed her decision through the article, “Detlev Johnson 301 Redirects To Disa Johnson” written by Danny Sullivan.

On Thursday, Disa Johnson will talk to Daron and Brandy about how her gender transformation has affected her life, career and outlook. A warm, irreverent, loving and intimate conversation between three old friends, Thursday’s episode of Rainmaker promises to be (Webmaster)radio at its finest.

Tune in and participate in the show live, 6PM eastern Thursdays at WebmasterRadio.FM/Chat or listen in via iTunes Radio anytime. You can also download podcasts through iTunes and from the WebmasterRadio.FM website.

Danny Sullivan to Speak at Affiliate Convention

Danny Sullivan, one of the founding fathers of the search engine marketing industry, will appear as a speaker and panelist at the upcoming Affiliate Convention Los Angeles, on December 3 – 4. He is scheduled to appear on an interactive site clinic on Thursday December 3rd.

Danny is the editor-in-chief of Search Engine Land, head moderator of the online marketing social network Sphinn, co-chair of the extremely popular Search Marketing Expo series of conferences and trade-shows, and a partner in Third Door Media. Previously, Danny was the founder of Search Engine Watch and the Search Engine Strategies conference and trade-show series.

Danny also hosted the Daily Searchcast on WebmasterRadio.FM for several years. His writing originally popularized and explained search marketing both to the public and virtually every active search marketer. He is without a doubt the most oft’ quoted expert in search engine marketing and one of the most respected individuals in the industry.

Danny Sullivan joins a growing number of A-list experts from the affiliate and online marketing sectors to speak at Affiliate Convention Los Angeles. Among the other A-list speakers appearing at Affiliate Convention Los Angeles are, Tim Ash (SiteTuners), David Szetela (Clix Marketing), Heather Paulson (PMG), Shai Pritz (Unique Leads), Brent D. Payne (Tribune Company), Marshall Simmonds (New York Times), Shawna Fennell (1choice4yourstore), and Cindy Krum (Rank Mobile).

If you’re going to Affiliate Convention, Danny’s presence on the interactive site clinic is not to be missed. Please follow this link for more information on registering for Affiliate Convention.

Search Engine Strategies San Jose Interviews (part 1 of 3)

After a hectic week comprised mainly of editing the background noise of the SES trade show down to a dull roar, our engineers have finished a first batch of interviews from Search Engine Strategies San Jose 2009.

iSpionage for PPC
Leon Krishnayana of iSpionage.com tells us about his companys services in PPC Competitive intelligence, Keyword research tool and PPC campaign builder.

Usability Testing
Usability Testing discussion with UserTesting.com founder Darrell Benatar, who explains how his web-based user testing tool enables businesses to test users remotely, with results in as little as an hour.

SEO Expert Steve Wiideman
Steve Wiideman of LocalSplash discusses changes in the local search industry and how can businesses plan ahead, plus he explains how owns the top spot in Google for seo expert.

Technology Platform Search Marketers Cant Live Without
Adam Goldberg a former Google Insider and Co-Founder of Clear Saleing, discusses winning a Coveted Search Engine Watch Award at Search Engine Strategies San Jose 2009 on Technology Platform Search Marketers Can’t Live Without.

Leapfish Universal Search
Mark Kithcart, Director of Marketing for Leapfish.com, a universal search engine that captures the variety of the Web, discusses what users can expect when they reach their home page and their plans for the future.

AdReady Online Display Advertising
Justin Baker, Director of Marketing for AdReady tells us about their online display advertising product and the problems AdReady tries to solve? their customers and what are the most compelling trends shaping the marketplace today.

Rough Year in Search
Bill Leake of Apogee Search tells us about the upsides and downsides of search that they have encountered in 2009, and how they have they have maintained their search campaigns with their clients.

SEGuru’s Great Big Organic (SEO) Tool

Memo: SEGuru’s Great Big Organic Tool

To: The busy webmaster and search engine optimization specialist on the go

From: SEGuru and WebmasterRadio.FM

Re:

WebmasterRadio.FM’s SEGuru, host of SEO Rockstars decided to open his tool chest and publish a page organizing his favorite SEO tools, reporters and checkers.

MyGreat BigOrganicTool.com puts several dozen free tools used by crackerjack SEOs on one page. It’s the tool box we use when analyzing our own SEO efforts at WebmasterRadio.FM and we’d like to open it up and share it with you.

With love and respect:
SEGuru and WebmasterRadio.FM

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