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White Hat SEO was my 2016 Halloween costume. Here’s proof. Click the photo to buy the hat. (Affiliate link, which means I get compensated if you buy it.)

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.


Black hat SEO

Halloween costumes for marketers

Once you have an audience don’t exploit it