Search engine optimization commonly known as SEO is an essential part of any digital marketing campaign and something any marketing team needs to have an in-depth understanding of. Any digital marketing strategy is going to need to examine SEO and you’re going to have to know how to use it correctly.
SEO is one of the main metrics used to measure how your content will fall under search engine results, but how does SEO work? Each search engine as its own complicated algorithms that they use to measure your SEO and then dictate where your content falls in the search engine rankings.
It might sound like all you need to do to get good SEO rankings is just make sure lots of keywords are included right? This isn’t the case because while this might get you up in the rankings for a short time unless the content is really high-quality and engaging it will probably fall down the rankings just as quick.
In fact, both Google and any professional SEO marketing services team will tell you that you need to write with your readers in mind first before thinking about the keywords. If you want successful digital marketing then it’s essential that you know how to distinguish between good SEO and bad SEO.
So before you start designing and building your next digital marketing strategy make sure you have a good understanding of SEO. To help you with that we’ve taken a look at everything you need to know about good and bad SEO.
Good SEO – The White Hat Methodology
When it comes to designing your next digital marketing strategy you’ll have a number of different methods you can use. The white hat SEO methodology encompasses a number of different SEO strategies that are based on a more “slow and steady” principle.
With white hat methods your SEO rankings will rise slowly over time and if used correctly your website will be producing much higher quality content as well. With white hat SEO, you’ll have to be very careful and precise with the changes you make, everything is part of an overarching plan.
Some common digital marketing SEO strategies include:
- Using exclusive content to attract people onto your site.
- Optimize tags, meta tags and titles.
- Design your content with a more conversational tone.
- Constant monitoring of search engine algorithms.
- Write descriptive meta tags with keywords.
Bad SEO – The Black Hat Methodology
Black hat SEO is the opposite of the white hat SEO methodology instead of taking a “slow and steady” approach with the black hat SEO methodology you will use any means at your disposal to increase your SEO ranking.
This might sound like the better digital marketing technique at first glance but be warned the black hat methodology is very risky. If search engines discover you have employed deceptive means to increase your SEO ranking they can and will penalize your site and content. So rather than increasing its ranking, you could end up doing the opposite.
Black hat SEO methods can include link farming, a practice in which numerous websites link to each other to improve their rankings and another popular method is overloading their content to include as many keywords as possible.
Using black hat methods to run a high-quality digital marketing campaign is very difficult, if not impossible. Your content might have all the keywords you could need but it won’t be very enjoyable to read will it?
If you want to have high-quality SEO without the risks then ignore the black hat methodology completely. It may take longer but you will be producing quality content and be more ethical, write with your readers in mind and strive a balance with the right keywords and you’ll have good quality SEO.
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