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White hat SEO (search engine optimization) is a phrase used to describe ethical methods to optimize our digital content marketing and web content for audiences and in a way that is not just gaming the system. Black hat SEO is the opposite.
White hat SEO techniques include:
- the ongoing sharing of unique and authentic stories
- the answering of questions our audiences have
- following search engine rules (aka terms of service)
White hat techniques are not sneaky or expose short-term loopholes. When done right, you should never run afoul of search engines’ constant changing of algorithms.
White hat SEO is a long-term strategy that can help a site become relevant and stay relevant. Search engines and people will trust you because you are honest.