In this article, we will discuss White Hat SEO. SEO, or Search Engine Optimization, is a strategy aimed at improving search rankings. However, using methods that violate search engine guidelines can be detrimental to users and may result in penalties for your website.

On the other hand, White Hat SEO, which adheres to search engine guidelines, can maintain stable search rankings over the long term. Therefore, we will provide a detailed explanation of the basic concepts of White Hat SEO, specific measures, and points to be cautious about.

 What is White Hat SEO?

White Hat SEO refers to SEO strategies that improve search rankings by providing content that users seek and making it easily findable. It is well-known as a risk-free method of web traffic acquisition recommended by Google.

Delivering content that users truly want can be time-consuming, and some say that SEO has become more difficult than before. However, as a method of approach, it is quite straightforward and the best practice.

No Risks in White Hat SEO

Google conducts 3 to 4 core updates annually. Each time, we see people lamenting on Twitter how the SERPs (Search Engine Result Pages) have changed drastically.

However, since White Hat SEO is a method recommended by search engines, if you implement the correct measures, there is a very low chance of significant rank drops during core updates. This approach carries minimal risk and allows your site to receive its rightful evaluation.

Some argue that SEO methods vary with time. However, Google has consistently prioritized user-first principles. Therefore, if you manage your site with users in mind, it is unlikely that your rankings will drop during updates; they may even improve.

User-Focused Content in SEO Strategies

In White Hat SEO, it is essential to focus on the user’s search experience. Consider whether the articles meet users’ needs, if the site is easy to navigate, and if the articles are easy to find. It’s crucial to satisfy the users who visit your site.

Furthermore, if users are satisfied and share your articles, leading to increased links, your site’s evaluation will progress. The key is to include the information users want in your content. Knowledge and experience in web marketing are necessary to understand what kind of articles are needed.
 

Differences from Black Hat SEO

Black Hat SEO refers to strategies that exploit search engine evaluation systems to artificially inflate a site’s ranking. Until around 2010, Black Hat SEO was more prevalent. Typical Black Hat tactics include generating a large number of backlinks. Other methods include inserting text content visible only to search engines or using a large amount of copied content.

These methods may have worked in the past, but as search engines evolve, Black Hat SEO now almost invariably leads to penalties or wasted effort. Some sites still use Black Hat or similar strategies, but any gains in ranking are likely temporary and not sustainable in the long run.

The Benefits of Practicing White Hat SEO

Here, we will explain some of the key advantages.
 

Long-term Success

White Hat SEO adheres to search engine guidelines. Therefore, even if search engine algorithms change, it is unlikely that your website will be pushed out of the search results. This leads to long-term success.
 

Improved User Experience

White Hat SEO includes improving content, navigation, and optimizing page loading speeds. This is because it is based on a user-first perspective. Consequently, users spend more time on the website, which can lead to improved conversions.
 

Enhanced Brand Image

If a search engine rates your website highly, users will also perceive it as a trustworthy site. Practicing White Hat SEO can thus enhance your website’s brand image.
 

Cost-Effective

Compared to search engine advertising, White Hat SEO is more cost-effective. Implementing it as a long-term strategy can increase website traffic and improve conversion rates.

In summary, there are various benefits to implementing White Hat SEO.

How to Implement White Hat SEO

With the decline of Black Hat SEO and the rise of White Hat SEO, opinions vary; some find SEO strategies have become more difficult, while others believe they’ve become easier.

This change is perceived differently depending on one’s approach. For those who previously relied on exploiting search engine loopholes, ranking higher has become more challenging. Conversely, for those dedicated to consistently creating quality content, their efforts are now being appropriately rewarded, making the process seem easier.

White Hat SEO, considering technical measures, can involve a wide range of strategies, but success can be achieved by focusing on these three key aspects:

1. Creating Quality Content
2. Gathering Natural Links
3. Implementing Proper Technical SEO

Creating Quality Content

Google often says, “Content is king.” This emphasizes that content is the most significant aspect of SEO.

In White Hat SEO, the goal is to enhance your site’s ranking by creating high-quality articles and accumulating natural links. However, without quality content, user satisfaction and link acquisition are unlikely. Conversely, truly excellent articles will naturally spread and gather links.

However, depending on the niche, even well-crafted articles might not always attract links. This is due to a divergence between what satisfies users and what is likely to be shared. Bridging this gap is crucial for SEO.

To get closer to producing quality articles, consider the following:

• Avoid writing articles that are mere rewrites of other sites’ content.
• Enhance originality with unique experiences and insights.
• Analyze competitors’ articles and plan your topics from a completely different perspective or angle.
• Thoroughly explore what information users genuinely desire from a user-centric viewpoint.

Originality in Content is Crucial

For SEO success, outstanding content is essential, but what constitutes “excellent” remains a black box in search engine algorithms, so “there is no clear understanding.”

However, we can speculate. Merely summarizing top articles often won’t surpass them; it’s necessary to include even a bit of unique information you possess. For businesses, statistical data or case studies are often used. Providing information with higher originality than users expect can increase satisfaction and, consequently, is presumed to lead to higher search engine ratings.

Relying solely on general theories can lead to your site being outperformed in overall evaluation when competitors do the same. Incorporating unique information allows you to create content that competitors cannot easily replicate.

Gathering Natural Links

Some SEO experts assert that “backlinks significantly impact ranking.” This is very true but doesn’t mean mass-producing satellite sites for Black Hat SEO. Building sites that earn links, sometimes through partnerships or external efforts, can properly enhance your site’s valuation.

To gather backlinks, content capable of attracting them is essential, naturally leading to practicing White Hat SEO.
 

Methods to Collect Backlinks

The basics of collecting backlinks involve creating quality content, but this alone often doesn’t lead to widespread sharing. You may need to consider other methods like:

• Social Media: Twitter, Facebook, Instagram, LINE Official Accounts, Pinterest, etc., vary in affinity with different businesses, but the more you disseminate, the more likely it is to spread.
• Advertising: Focusing on listing ads increases the exposure of your company or service name, aiding in branded searches. Even minimal advertising at a site’s launch can increase traffic.
• Press Releases: Using platforms like PR TIMES or valuepress allows for broader dissemination. Nowadays, internal site measures are a given, but addressing aspects unrelated to your site has become a key factor in SEO success. Hence, it’s advisable to actively disseminate any information you can.

Implementing Proper Technical SEO

While linked to creating quality content, even the best content is futile if search engines can’t discover it. To ensure visibility in search results, technical measures are vital. These include revising site navigation to facilitate crawling, optimizing image display for faster performance, and fine-tuning anchor texts to enhance search engine comprehension.

Particularly, sites that rank high are often intricately designed, indicating that not just content, but a comprehensive site evaluation is crucial for successful SEO.

To be mindful of White Hat SEO

Successful web traffic acquisition can be achieved by mass-producing quality content. However, the specific methods for this vary greatly depending on the theme and genre. Depending on the industry and market, it’s necessary to create content strategically, utilizing web marketing experience. Google provides guidance on what to do, so for a correct understanding of web traffic acquisition, it’s recommended to review the following three resources:

1. Search Engine Optimization Starter Guide
2. Webmaster Guidelines
3. Google Quality Rater Guidelines

Search Engine Optimization Starter Guide

This guide is a compilation of basic SEO knowledge for webmasters and SEO practitioners. It’s so important that it’s often said, “If you want to do SEO seriously, read it ten times.” It’s the first document you should read to understand Google’s fundamental principles.
 

Webmaster Guidelines

The Webmaster Guidelines provide basic information on how search engines recognize and index sites and detail Black Hat methods that could lead to penalties. They are a valuable resource when you’re unsure what you’re missing on your site or how to encourage indexing.
 

Google Quality Rater Guidelines

As of October 14, 2020, this extensive document is 175 pages long and entirely in English. It offers significant insights into how Google evaluates sites.

Recent focus on YMYL (Your Money or Your Life) and E-A-T (Expertise, Authoritativeness, Trustworthiness) is also discussed in these guidelines, so even reading excerpts can help identify appropriate strategies.

Search Experience Optimization is White Hat SEO

Google demands a thorough user-first approach. While it’s called SEO (Search Engine Optimization), recently SXO (Search eXperience Optimization) has gained importance.

With Core Web Vitals becoming part of the evaluation, advancing SXO undoubtedly leads to success.

Measuring the Effectiveness of White Hat SEO

Using Search Console Here, we explain how to use Search Console to measure the effectiveness of White Hat SEO.
 

Analyzing Search Queries

With Search Console, you can check the search queries your site appears in. Verify whether your site is being searched with the targeted keywords. It’s also important to grasp data like search counts, click numbers, and click-through rates (CTR). Use this data to consider improvements to your website’s content and keyword selection.
 

Checking Crawl Errors

Search Console enables you to identify crawl errors. These include 404 errors (page not found) and 500 errors (server errors). Utilizing Search Console is crucial to discover such issues.
 

Index Status

You can check the index status with Search Console. The index status refers to the registration status of web pages in Google. If your pages are not indexed, they won’t benefit from SEO, so it’s essential to identify and address the causes.

By using these methods in Search Console, you can verify whether your White Hat SEO strategies are effectively implemented.

Examples of Successful White Hat SEO

Here are examples of companies that successfully implemented White Hat SEO, resulting in revenue growth and brand development.
 

Moz

Founded in 2004, Moz is involved in online marketing, offering valuable information and tools primarily in SEO, content marketing, and keyword research. Moz focused on White Hat SEO to improve its search engine rankings and acquire beneficial traffic. Their White Hat SEO strategies included:

• Improving elements within the website
• Providing high-quality content
• Accurately conveying information to search engine crawlers

Reference URL: Moz

Zappos

Established in 1999, Zappos sells shoes online. By practicing White Hat SEO, Zappos enhanced its search engine rankings. They used social media platforms like Facebook and Twitter to actively distribute useful content, increasing brand awareness. Their White Hat SEO measures included:

• Optimizing website content
• Regularly updating original content
• Acquiring natural links

Reference URL: Zappos

Zenni Optical

Founded in 2003, Zenni Optical sells glasses frames and lenses online. Focusing on direct online sales allows them to offer high-quality glasses at low prices. Their White Hat SEO efforts led to significant traffic acquisition and improved customer satisfaction. Zenni Optical’s White Hat SEO initiatives involved:

• Providing high-quality content on social media platforms like Pinterest and Instagram
• Offering beneficial information like videos on their website
• Revising meta descriptions, header tags, and URL structures

Reference URL: Zenni Optical

Frequently Asked Questions About White Hat SEO

Here, we present common questions and answers about White Hat SEO.

Q: What is the difference between White Hat and Black Hat SEO?

A: White Hat SEO involves strategies that adhere to search engine guidelines. On the other hand, Black Hat SEO uses techniques that deceive users and search engines, violating these guidelines.
 

Q: What are the benefits of implementing White Hat SEO?

A: White Hat SEO requires skills such as:

• Content creation
• Basic knowledge of HTML
• Keyword research
• Web analytics

In a team setting, additional skills like communication and project management are also essential.
 

Q: How long does it take to see the effects of White Hat SEO?

A: The time it takes to see the effects of White Hat SEO varies depending on the size of the website and the industry. Basic measures, like changing meta descriptions or title tags, can show results in a few months. More complex strategies, like link building, may take several years.
 

Summary

SEO Consultant In this article, we discussed the fundamental concepts, specific strategies, and points of caution regarding White Hat SEO. White Hat SEO is a marketing strategy that can lead to long-term success in brand building and improving search engine rankings. We encourage you to consider these insights and apply White Hat SEO strategies in your own business.

Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.

Return to the top of Japan SEO