The Chatterbox

Doing what's right

One of the questions I often get asked about marketing web sites via search engine optimization is What is the difference between White Hat and Black Hat techniques?

Personally, I don't care for the terms themselves because everyone seems unable to come up with a good definition of what methods constitute any of the various Hat colors. To me it's more about doing what's right or not doing what's right. In other words, if the technique is designed to deceive anyone --be it human visitors, search engines or whatever-- then you're simply asking for trouble.

That said, some of these riskier techniques can have an effect on search engine rankings. As has been proven over and over again. It's something the folks who run the search engines combat constantly. Lately they've been losing that battle.

When asked to explain this phenomenon in plain English I've taken to using an updated version of an old fairytale.

Do you remember singing the old song about going over the hill and through the woods to Grandmother's house?

Simply put it into 21st century terms. Instead of walking down a path you're driving your car along a two-lane, twisting and winding road on the way to Grandma's house. It's got so many curves and blind hills that most of the 40 mile journey is a No Passing Zone with double yellow lines.

To make matters worse, you keep getting caught up behind other cars that are going 20 mph in a 55 mph zone. And there is a fair amount of oncoming traffic. And you're running late.

Now, to get around the slower cars you can pick your spots and try to pass each one in a relatively safe manner, by waiting for a passing zone. But there are so few you know you're going to arrive later than planned.

Or you could take more risks by passing against the double yellow lines. Something you could probably get away for a time.

It's a risk vs. reward situation.

Is it really that important that you get to Grandma's on time, no matter that you're risking a head-on collision to do so? Or would it be better to arrive 5 to 10 minutes late, but be reasonably assured of getting there safely?

Most people would take the sane approach, realizing that the possibility of an untimely death is not worth the risk. The reward simply isn't enough to justify taking the chance.

Choosing which method to use with your web site is really very similar. Take dangerous shortcuts and you risk a death penalty for your site. Take a sane, common sense approach and it will take you longer to get there, but when you do you'll be assured of a long and profitable life for your site.

The real key for webmasters and e-marketers in my mind is what type of business you're trying to build. If you're out for a quick buck at any costs then cloaking, spammy pages, link manipulation, etc seems to be a viable option. Using any/all of the above can help to push your site up the SERP ladder more quickly.

But if you follow that path, you've got to have a Plan B and Plan C because eventually your tactics are going to get discovered and your site will be toast. And you'll be starting over again from scratch.

Whereas if you keep everything clean, stay in your own lane and keep plodding away it's going to take you longer to get there. But you'll be able to enjoy reaching your destination more and for a much longer time.

That is your choice. I have already made mine. I prefer living a long life, and give my sites a shot at the same.