There are various techniques which are used in SEO (Search Engine Optimization) and one group of the technique is denoted by Hat and they are called as White Hat, Gray Hat and Black Hat. These techniques are explained as follows:
White Hat technique is considered as the most ethical SEO. In this technique the Search Engine Guidelines are followed and it does not involve any deception. White Hat SEO technique ensures that the content which is indexed by the search engines and viewed by the user is same. This technique also ensures that the web pages are having good quality and useful content.In White Hat technique you have to make sure that the codes are valid and correct HTML markup is used so as to make sure that the search engines are able to identify the headings from the body.In White Hat technique the links are made in ethical way such as we have linking with the relevant sites and creating a quality content so that the similar websites wants to link with your website.White Hat SEO technique is used by the people who want to improve their Search Engine Result Positions but they don’t want to get penalize from the Search Engines. This technique is slower than the other techniques but it is an ongoing process.
The Gray Hat SEO technique is a little riskier than the White Hat but if this technique is used then you site may not be banned by the search engines. This technique comes in the middle of Black Hat and White Hat. This technique is used as it can be more beneficial than White Hat technique. An example of Gray Hat SEO could be link buying as in this case you may link your sites to the website which is not related to your site.In Gray Hat technique the keyword density is much more as compared to the White Hat but not as much as used in the Black Hat. In Gray Hat duplicate contents are published in different websites.The Gray Hat SEO changes year to year as in one year if it is considered as Gray Hat then the next year it may be called as White Hat technique or Black Hat technique.
Black Hat SEO technique is used to boost the webpage’s position in the search engines in an unethical way. This technique is intended to trick the Search Engines so that the position of webpage is in higher position but they are not beneficial to the visitors.
In Black Hat technique one version of page is served to the search engine bots and another version is served to the visitors and this is called as Cloaking SEO tactic. In this hidden text or writing the text with the same color as the background is used so as the crawlers see them but the visitors are not able to see them. Keyword stuffing is done by overusing the keywords in the comments tag, meta tags and alt tags.Low quality pages are created which are having very little content and they are stuffed with the similar keywords and phrases. These pages are known as Gateway pages or Doorway pages.Link farms are created by linking their website with the sites which are not related to their website.
The Black Hat SEO techniques should be avoided as initially it will boost your site but it is not good for the long process. As the moment search engines find out unethical ways have been adopted then they will ban the website.