When Google had just begun, search engine optimisation (SEO) was a much simpler task than it is today. Each website’s ranking position was based solely on the number of backlinks referring to it. This paved the way for Black Hat SEO tactics, also known as unethical SEO tactics, to make their way into commonly used search engine optimisation strategies. Not exactly ideal. As ranking algorithms have become more complex, the usage of black hat search engine optimisation tactics have caused penalisations and even black-listing of websites that use them in the attempt to render these techniques obsolete.

Ethical SEO more commonly referred to as White Hat SEO, is the practice of utilising tactics that keep the user experience in mind, whilst implementing strategies to better help your website attract organic traffic. This can be done in a variety of ways.


Since its creation, Google has now become its on entity – therefore, when creating a solid SEO strategy, one must play by Google’s rules. The search engine’s mission statement is to “organise the world’s information and make it universally accessible and useful.” Thus, it’s not a far jump to assume that the search engine best rewards sites that are well organised and easy for someone to use and navigate. However, this is not the only ethical SEO tactic in the book. So, what are some other ways that you can implement white hat SEO tactics for your website?

Stay User Experience Focused

As previously stated, white hat SEO begins with keeping the user experience in mind. User experience can be enhanced in multiple ways, the most common being to improve your web content and improving your site’s usability. This in turn will decrease the bounce rate, meaning that users enjoy using your site and are lengthening their browsing session time.

Create Relevant, Engaging Content

The content on your website is something that cannot simply be an afterthought anymore – especially with bloggers on the rise and the brands that are succeeding typically being those with an engaging content strategy. Your content must be relevant to the audience that you are trying to target; for example, if your business wanted to reach people that like to cook, odds are unlikely that posting an article about children’s toys would attract the audience you were hoping for.

Creating quality content takes time – the brunt of the work being market and keyword research to determine the kind of content that would best resonate with your audience and potential client base. Once you’ve done the research and know which type of content your target audience would most likely interact with, it’s time to deliver. When searching for content to consume, readers will expect the content to deliver on what its headline promises – it’s in your best interest for your content to follow this suit. Clickbait and buzzwords have a reputation of taking the digital world by storm, but a large portion of users get fed up and click off an article when it doesn’t reflect the headline.

Behind the Scenes – Utilising Meta Tags and Keyword Research

On the back-end, there’s even more you can do. Descriptive, keyword-rich meta tags are like spotlights for your content. They’re a brilliant way of attracting users to your site and allowing search engines to discover your content. This goes hand in hand with keyword research – just as your content should be based on extensive keyword research, so should your meta tags. Utilising these tags on each page of your site better allows your site to rank and puts your business in front of your ideal audience.

These are just a few ways that you can implement ethical, white hat SEO tactics to your business’ SEO strategy. If you’re looking to enhance your SEO strategy, drop me a line and we can chat about giving your business a digital boost!

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