White Hat SEO refers to the practice of above-the-board optimisation techniques aimed at maximising a website’s rank on Google search engine results pages (SERPs). They are performed in accordance with the rules set by Google, which means websites engaging in White Hat SEO practices will not be penalised. This is opposed to Black Hat SEO, which tends to manipulate Google’s algorithm and can result in demotion or deindexing if discovered.
White Hat SEO techniques include content optimisation, backlink creation, technical adjustments, keyword research and implementation, and the production of high-quality web content.
Practitioners of White Hat SEO techniques will know how to adjust the back-end code of websites, how to contact third parties to set up beneficial link relationships, and how to squat over keywords to help maximise any webpage’s rank on Google and other search engines.
