What is SEO? part 4 - Search Engine Optimization Defined

OK, so I have covered three very important aspects of Search Engine Optimization:

Link Popularity

Content

Age

Now, I will get down to the main reason for these posts, my definition of SEO:

Search Engine Optimization (SEO): an application of marketing a website through development, implementation, management and maintenance for improving a user’s experience to promote link popularity through relevant content and become a resource on a predescribed topic for greater visibility on the world wide web.

There is one thing that search engine optimization directly implies, namely, intent. Doing anything to reach a desired outcome is intent.

Intent is the difference between White Hat and Black Hat techniques. Intent is the sole difference.

So, a few questions remain:

Q. What is the intention of Black Hat techniques?

To artificially inflate organic rankings.

Q. What is the intention of White Hat techniques?

To improve organic rankings.

Q. What is the difference?

The difference between these two techniques is the long-term results. Black hat techniques are those, that when these are uncovered or devalued the end result is that the website is removed from organic index results. However, white hat techniques are those that will improve over time, adding additional value because of age and consistency.

Q. What about Grey Hat techniques?

Grey hat techniques are a mixture of white and black hat techniques. So, the intent to artificially inflate rankings is there and thus, I lean to the side of risk. Using any black hat technique can negatively impact organic search engine rankings. I do not recommend.

Let’s take a look at a couple of techniques that are used in what some refer to as SEO to improve Link Popularity:

Link Exchange

- black hat technique. You add a link to your website to another website so they will link back to you (Site A links to Site B, Site B links to Site A). It is relational, however, any value for link popularity will be lost in the long-term. Google utilizes an algorithm that devalues these types of links. MSN and Yahoo, I believe, do not devalue, or do not devalue as much, this in their algorithms.

Multi-Level Link Exchange

- black hat technique. I call it Link Laundering. You add a link to your website to another website and receive a link from another website owned by the owner of the website you link to (Site A links to Site B, Site C links to Site A - may deviate into multiple layers A -> B, C -> D owner #1 A, C; owner #2 B, D). Once again, it is relational, however, any value for link popularity will be lost in the long-term. These types of link exchanges are harder to determine, however, I would also not recommend using this technique.

Direct Link

- white hat technique. You add a link to your website to another website and… that’s it. Why? Because the website that you link to is what you consider a resource and would like to share with your visitors. What else? It is not confirmed by any engine, but you relate to others by associating yourself with them.

When should I start a SEO effort?

When you want to improve your organic rankings.

What is the best technique for improving organic rankings?

My opinion - add relevant, quality content. I spoke of this on Build a Better Website, see this post by clicking here.

Thank you for joining me on this analysis of Search Engine Optimization. If you missed the previous 3 posts, here are a few links to these posts:
What is SEO? part 1
What is SEO? part 2
What is SEO? part 3
What is SEO? part 4 - SEO Defined (You are here!)

Tagged as: blackhat, seo defined, seopittfall, whitehat