White Hat & Black Hat SEO

White Hat & Black Hat SEO

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In terms of SEO, ‘White Hats‘ are good and ‘Black Hats‘ are bad. ‘Grey Hats’ fall somewhere in the middle. Let’s take a look at some of the characteristics of each category.

Black Hat SEO

You really want to avoid using any black hat techniques because while they might be effective in the short term, long run they are going to get you penalized by Google and possibly dropped off of the search engine listings entirely. They also tend to make for a very poor user experience for a human, and you should really focus on making the website useful to your customers first, and Google’s spider bots second.

  • Making use of Link Farms – Don’t do this, ever. Link farms are just giant collections of links that have nothing to do with each other. If anybody ever wants you to pay to be listed in their ‘directory’, don’t do it. Paid links of any kind are typically bad news.
  • Hidden text – This text is the same color as the background, or set to be hidden through CSS. Search engines don’t bother with style rules, so the text will still show up to a search bot but not any human visitors to your site. It is often used in conjunction with the next technique…
  • Keyword Stuffing – This is when you put as many keywords as you can into the content without worrying about silly things like sentence structure or readability. Some people just put lists of keywords (often in hidden text, as explained above). In WordPress any of your important keywords should go into the Tags for the post, and in your content of course but only if it makes sense in context.
  • Blog spamming – We’ve all seen or gotten those comments on a blog post ‘Great article! Thanks for sharing!’ that exist for no other reason than to create a backlink to a completely irrelevant site that’s probably selling Nike or Ray-Ban knockoffs.

White Hat SEO

  • Quality Content – No, we’re not going to stop harping on this one. Write good content, and lots of it!
  • Link Baiting – This is writing content that people will want to link back to. It could be a top 10 list, a highly informative article, or a news story. For most small businesses, I would consider writing an article or page on something that your company specializes in, and include your personal experiences and things you’ve learned.
  • Internal Linking – Make your site easy to navigate! The easier it is for the bots to find their way through the site, the better it is for you. There are lots of plugins out there to add Breadcrumbs to your WordPress site.
  • Site Optimization – Make sure you are using your header tags, site title, and meta tags effectively.

Using the Yoast SEO Plugin

Using the Yoast SEO Plugin

There are a lot of SEO Plugins out there for WordPress, but Yoast is definitely the most popular and the one that I would recommend. It has a lot of great features, and it doesn’t cost you a thing! There is a premium version that you can purchase for $89 a year and it does have some really useful features, but if you are in individual or small business the free version is definitely useful. You can always upgrade to premium later. Here are a couple of my favourite features of the Yoast SEO plugin.

Content Analysis

The best feature of this plugin in my opinion is the content analysis feature. As we mentioned in previous articles, writing strong content is your best tool to get a good ranking in Google. The plugin lets you choose the title and meta description that will show up in your listing in Google instead of it just defaulting to the standard WordPress ones. This can be really helpful for boosting your rank on specific keywords, but also for bringing in more human users as you can use a description that is more eye catching or attention grabbing. You can also set up templates for different types of pages, so you don’t have to re-enter the information on every page.

Strategic Content Visibility

Sometimes you have a page or section of your website that you would prefer to keep out of the Google listings. It’s fairly simple to block a single page using robots.txt, but what if you have a category, tag, or custom taxonomy that you don’t want listed, there could be hundreds of pages in that. It would be pretty time consuming to list each page individually, but using the Yoast SEO plugin it is a one-step process! Why would you want to do this? There might be a page or section that you’d prefer to keep private, or you might want to block them from crawling duplicate content on your site (which lowers the ranking).

Those are my two favourite things about the Yoast SEO plugin, but it has way more feature like:

  • Breadcrumbs
  • Canonical
  • Permalink clean up
  • Clean up head section
  • XML Sitemaps
  • RSS enhancements
  • API Docs

Install it and check it out for yourself!

Initial WordPress install and set up for SEO

Initial WordPress install and set up for SEO

Yes there are several very good SEO plugins out there for WordPress, but there is a lot you can and should do with your ‘out of the box’ install and set up to give those plugins a good foundation to go on. If you are brand new to the site and have no idea what SEO is or need a refresher, please watch this video before continuing with the article.

Remember that in general the best practices will make your site more useful and easy to navigate for humans as well as Google bots, and it will take some work.


You probably didn’t want to hear this, but there isn’t really a ‘magic button’ you can push to get your site to rank well if you haven’t put in the time and effort to create good content that will be relevant to what users are searching for. There is a saying that ‘content is king’ and it’s absolutely true. The most basic foundation of a well ranking site needs to be good content. If you are a small business, for example, it shouldn’t be too hard. What service or product do you offer? What kind of questions do you find you get asked over and over again? What are your customers typically looking for when they come to you? What sets you apart from other businesses that offer the same service or product? Write down the answers to those questions, there is your site content. Google is always changing their algorithm in terms of the value of incoming back links, URL structure, etc. but good quality content is always valued highly. Aim to have at least 300 words in an article or page, but don’t pad things out just to meet a minimum word count. Read up on the term Evergreen Content to learn more about creating lasting and powerful content.


By default your WordPress install will have your links set up using a combination of symbols and numbers. Functional, but not very search engine friendly. If you go into the ‘Settings’ menu on the left hand side of your WordPress dashboard, select ‘Permalink’, and then check the radio button for ‘Post name’ your links will default to the title of the article or page. Much better! You can edit the permalink through the article or page edit screen, if you’d like to shorten or change it.


This section might not be immediately visible on your post or page edit screen, look up to the top right for the button that says ‘Screen Options’. Select that to open the menu, and then check off the box for ‘Excerpt’, it should be 4th from the left. WordPress will automatically create excerpts from the first 150 characters of your post, but it’s better to add your own. Keep it under 150 characters, and make sure your keywords are in the beginning. It should still be a readable sentence though, not a list of keywords.

Image Naming

When you add images to your article (and you really should), make sure that you give them a descriptive name instead of some long generated series of numbers and letters. Fill in the Title, Alt Text, and Description boxes when you upload them to the media manager.

Categories & Tags

Make sure to make use of these two features, it makes it much easier for people to search your website. The Category should be something very broad, and then you can add as many detailed tags as you like. Do not use keywords that are not actually relevant to your content, you can be penalised for that.