What is the Difference Between White Hat SEO and Black Hat SEO?

Black Hat vs. White Hat SEO
Photographer: William Brawley

White Hat SEO is an SEO technique that is highly valued by search engines and add value to the user experience.  It is the practice of publishing web pages that are useful to people. Black Hat SEO are SEO techniques that search engines penalise for their questionable quality.  It is associated with the unsavoury practices of “Web rings, spam comments on blogs, and other underhanded techniques.”

Lets see what these techniques are and what are the main differences;


White Hat SEO uses methods that produce results slowly over time and only a good deal of effort has been put into the website.

Quality of Content: The Copy Text should be well written and interesting to the reader.  Google is becoming more semantic, so it is so important to create quality content that really provides some value to the user.

Quantity: The longer a user stays on your website, Google will see your website and its content as more relevant, so it is advisable to write articles containing more than 300 words long.

Links: It is recommended to create links between items of the same site, provided they are logical and justified.

Titles: Short, but concise.  Ideally summarising the subject of the article including a relevant keyword in it.  Note that Google only reads the first 65 characters of the title.  It dispenses with any extra unwanted text.

Highlight: Highlight what matters.  You can use bold to highlight something important , but do not overdo it.  Over 5-10% bold may be counterproductive for SEO and certainly unattractive to the reader.


Black Hat SEO offers quick and easy results, but it is achieved through deceptive practices, websites that are discovered using these techniques are treated unfavourably by Google and the search results are removed.

Spamming keywords: unattractive or confusing content.  An example of this is writing articles for the user that is incoherent or repeat one or more keywords many times.

Hidden Keywords: Creating a list of popular keywords in small print and the same colour as the background so that they cannot be seen by the user.

Cloaking: Is a technique that presents search engines with keyword phrases with the primary goal of achieving a high ranking and then automatically redirect visitors to a separate page.

teamSimon is a Sydney based digital designer. He is the Director of a boutique digital design studio, Bailey Street Design located in the vibrant inner west suburb of Newtown.  Simon studied graphic design at Shillington College and specialises in web design for small and medium size businesses.  Simon and his team (Toby the studio dog) are passionate about visual communication in the digital environment

At Bailey Street Design we use White Hat SEO techniques.  If you have any questions about optimising your website please do not hesitate to Get in Touch.

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