Search engine optimizers typically label themselves as "white hat" or "black hat" to identify their basic philosophy, approach and methodology for SEO.

As with most things in life, SEO probably isn't as much "black" and "white" as a spectrum of gray. And, more importantly to marketers, the question isn't so much what's black and what's white but what impact can each approach have on your brand?

With that question in mind, let's explore several ways the opposite ends of the SEO spectrum can be defined in relation to each other, and how each of these practices can affect a Web site's resources and rankings in the search engines.

SEO Criteria White Hat Black Hat
Rules Play by the rules There are no rules
Text/technology Focus on text Heavily leverage technology
Strengths of Optimizer Marketing IT/Programming
Speed Take time/invest Get it done NOW

Rules/No Rules

One of the more popular ways to distinguish between the two is how they observe "the rules" set out by the search engines. White hats tend to see themselves as the "good guys," playing by the rules published by the search engines. Black hats take pride in their "there are no rules" approach to SEO—all's fair in love and war... and SEO.

Black hat optimizers say that as long as they're not doing anything literally illegal, just because the search engines don't like it doesn't mean they can't or shouldn't do it.

The question here becomes how to interpret the "rules." Black hat and white hat quickly blend to gray as soon as interpretation enters the discussion.

For example, white hat optimizers typically work to increase keyword relevance on a page by inserting the target keyword into the site's visible content. Purists would charge that that is not white hat, but rather sliding into the darker side of the spectrum because the optimizers worked to attract the search engineers. These purists say that any optimization is questionable because they reserve the white hat for "no" optimization.

Now let's move from this extreme example to a more common one: in-bound links and what hat you are wearing when you're trying to get them.

While the search engines indicate that links set up simply to drive rankings are verboten, white hat optimizers will request links from other sites by providing content that is relevant to their brand and the site that hosts that content. The content will contain links back to the optimizer's site. Because there is relevant context for the links, it's considered white hat.

Have you ever gone to a site and seen links at the bottom that seem to have little—or nothing—to do with the content on the page? It's probable that these are paid links—and paid links represent a gray area.

When links are purchased as pure advertising, that practice is considered legitimate; when links are purchased to increase rankings, the search engines consider that an abuse, and therefore a black hat practice.

What it means for your brand: The risk for your brand in going the black hat route is the potential for (or the risk of) having your site delisted by the search engines. With white hat practices, the risk for being delisted for disapproved behaviors doesn't exist.

Text vs. Technology

Another way of delineating between black hat and white hat optimization is from a text vs. technology perspective. White hat optimizers tend to focus more on visible content development, that is, content that humans can see. They populate sites with keyword-rich content and title tags and generate off-site content for placement on other sites with links back to their sites.

Black hat optimizers tend to leverage technology, often using hidden text, cloaking, redirects, and other technology-based solutions of which the search engines don't approve.

What it means for your brand: What this means for your brand is that if you don't already have roughly 250 words of text on each page you want to optimize, with each page capable of targeting a specific keyword/phrase, you will need new copy to be written and target keywords injected for keyword density to go the white hat route.

While some marketers welcome the opportunity to use more text to tell their story, others may resent having to add more copy to the site. They feel that the optimization copy impedes the graphical messaging of the site.

With a more technology focused optimization solution, the existing site can remain "as is" and the optimization can happen on the non-visible portion of the site or on another site created by the black hat optimization team.

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ABOUT THE AUTHOR

Veronica "Niki" Fielding is a 20-year marketing industry veteran. Digital Brand Expressions (www.digitalbrandexpressions.com), which Niki launched in 2002, is her third consecutive new media services/interactive marketing venture.