The four main types of SEO
There are four basic types of SEO or website improvement, all of which aim to help you get more
attention in indexed listings. The basic difference lies in how well your SEO strategy follows Google's
rules and what that means for your SEO efforts.
Darkcap SEO will give you the speed you need. In most cases, the cost is lower as you pursue a faster
route to the top by violating Google's guidelines. In fact, many of the dark cap SEO strategies are
clearly stated in the rules as things you should not do. So when Google updates its rankings
calculations, you risk your site and potential content ranking lower, being excluded from the query
section, or being downgraded. (See below for more information)
White-cap SEO procedures comply with Google Webmaster Guidelines, but are usually time-
consuming and costly to implement. Whitecap SEO is clearly less risky and generally adds lasting
value over time. Most reputable SEO and content showcase companies use white-cap SEO devices
Dark Cap SEO is in the middle as these strategies are not explicitly mentioned in Google's guidelines.
Just because a particular strategy is not marked or mentioned as misleading does not mean that it
will protect you from downgrading or punishment, so be careful when embracing this method.
Negative SEO is the practice of using dark SEO tactics on other people's sites with the aim of
damaging them. By damaging your competitors, you will rise in the indexed listings.
Below is a speedy correlation of the length of time, risk, cost and net worth required to start seeing
results in relation to each SEO, one after the other. Note that dark cap SEO can usually get you where
you need to go faster and cheaper, but the offer may be lower as it may not yield actionable results
in the long run. Also, white-cap SEO is supported and becomes more valuable after a while, but it is
more expensive and generally takes longer to produce results.
The development of website optimisation is sometimes fast and straightforward, with little attention
paid to determining procedures and strategies. I recommend that you consider every one of your
options with an SEO firm and really settle on an educated choice as to how best to approach
achieving your objectives at that time.
Examples of Black Hat, White Hat, Grey Hat and Negative SEO
When something is not clear, it is often worth having a genuine model.
Dark cap SEO includes the following
Word stuffing or hiding (e.g. white text on a white background).
Plagiarism of text.
Bought and sourced backlinks and references.
Entryway pages (lots of similar pages with only a little unique content).
Shrouds (diverse material appearing to humans and guests of web search tools).
Poor content (when there is not enough content on a page to be helpful); and
Private blog organisations (when site owners get together and agree to connect with each other for
the sole purpose of establishing external links and improving rankings).
Whitecap SEO includes the following
Creating material of importance and value that helps the person making the enquiry to do what they
need to do.
Putting together content on your site that helps individuals (and web crawlers) find what they are
looking for more quickly.
Publish substance via web-based media to increase openness and connectivity.
Requesting the use of information aggregators in order to secure nearby business references.
Dark cap SEO includes the following
The use of misleading content (the basic intention is to stand out and encourage guests to connect to
a particular page, not to convey a reputation).
Turned (reused and slightly altered) content.
Productive connection transactions.
Paying for an audit
Negative SEO often involves making unnatural connections to a competitor's site, stealing a
competitor's content, posting negative surveys, or hacking a site to change its content.
For a more extensive overview of dark cap strategies, see 44 Black Hat SEO Techniques That Will
Tank Your Site from Cognitive SEO.
What are Google's guidelines?
What are Google's guidelines and where can I find them?
The Google Webmaster Guidelines explain what Google considers to be good (white cap) and bad
(dark cap) SEO. These are intended to help you know what helps your rankings and what hurts them,
and while the Google Webmaster Guidelines are not a law with legitimate consequences, they should
be taken seriously and SEOs should let their customers know if they are willing to venture beyond the
limits set by Google. SEOs should let their customers know if they are willing to venture beyond the
limits set by Google, so that they can assess the risks and benefits and make their own choices about
what is best for their particular business.
The guidelines are an online handout on Google's help pages, and provide a broad, basic, high-
quality, clear explanation of what you should and shouldn't do when planning, building, running and
maintaining a site. Lots of detail and models are provided.
What are the risks of not following Google's guidelines?
The risk of being boycotted, downgraded or punished for not following Google's rules cannot be
underestimated. Dark cap SEO can rapidly restore your reputation, but the cost can be very high.
Don't trust me. Here are a few models.
In 2006, BMW was temporarily restricted from the index list for using 'entryway' pages. This is a dark
cap strategy that reuses similar material over and over again with slight changes to lure web indexes
The New York Times distributed an article in 2011 about the connection plots that JC Penney used to
achieve high rankings for items. Now, JC Penney had no place to establish its recent top-ranking
Home Depot required its accomplices to connect to its site using specific anchor text. We also
suggested hiding the anchor text (e.g. using white text on a white background, or placing the anchor
text behind a photo). As a result, the number of enquiry items on a significant number of the
company's product pages dropped for two months.
In 2013, Mozilla was punished for facilitating a 12MB spam-packed site page consisting of 21,169
client statements. This was not Mozilla's fault, but it should be a suggestion to check whether client-
generated content is being directed to your site.
In August 2018, Google's "Doctor" calculation update detailed that individuals had the misfortune of
somewhere between 30-80% of their site's traffic and income in practically no time.
The Daily Mail (a UK newspaper) detailed how rush hour gridlock was halved after Google's June
2019 centre update. The client announced that the site was "insufferably lethargic" and "full of ads"
with dainty, poor quality substance, all of which is against Google's rules.
Moreover, there are other models like this one. It generally doesn't make it into the newspapers, but
in everyday discussions and searches, people go to them for help when their site's traffic suddenly
drops or disappears.
As Google updates its rankings calculations daily, these episodes happen every day.