The creation of website is not sufficient for the promotion of a brand or service. It is essential to optimize the website in order to increase the website traffic by using the method of Search Engine Optimization. SEO includes Black Hat and White Hat methods of website optimization. At present, both the Black Hat and White Hat SEO techniques have been used to improve the rank of the website on the result page of search engine. This paper will help in understanding what actually separates White Hat SEO techniques from Black Hat SEO techniques. The outcome of this paper helps in understanding the use of Black Hat SEO techniques though being illegal method of optimizing your website and reach to a conclusion that which method is best for optimization of your website. Arudhra Innovations Kumbakonam
Search Engine Optimization is a methodology used to increase the number of visitors on a website by increasing the ranking of the website on the search result pages of various search engines like Yahoo, Bing, etc. . SEO is also essential to improve user experience and usability of the websites and also important for the social promotion of the websites as the websites at top rank on the search results are likely to get promoted on the social media. SEO provides business credibility & user engagement which helps in bringing business traffic on the website and allows promotion of the brand online. Search Engine Optimization is done by using two techniques: Black Hat and White Hat. White Hat SEO is a method used for website optimization which follows the principles and guidelines of a search engine. The content loaded on the website must have proper tags and headlines so that the visitors prefer to visit the website again and again. These techniques increase the ranking of the website. It refers to creation of the content for the website. Though it increases the ranking of the websites but it is a slow process of website optimization.Black Hat SEO refers to the techniques which focuses on the websites rather than the visitors. These techniques do not follow the principles and guidelines of a search engine. Black Hat SEO is a fast method of website optimization which includesspamdexing, doorway pages, etc. used by those who need quick financial benefit from the website . These techniques are quick but does not last long like White Hat SEO.
PARAMETERS FOR SELECTING A PARTICULAR SEO TECHNIQUE A.Risk It depends on the owners of the websites whether they want to optimize their website by taking risk or not. This parameter is based on whether the owner wants to take high risk or low risk. Black Hat tactics violates the guidelines of search engine which makes it more risky in comparison to White Hat tactics. Chen-Yuan Chen et al  presented in the paper that the Black Hat SEO method may cause penalty or the website may be removed from Google Index. The penalty may be manual or algorithmic i.e. it may result from automated process or manually by human .B.Value The value provided by SEO tactics to the websites or the visitors is defined by this parameter. It depends whether we want to increase the value of the website or not on the basis of which we choose Black Hat or White Hat techniques. C.Duration This parameter specifies for how long we want our website to be popular on the Search Result Pages of various Search Engines. Some SEO techniques optimize the websites for long term and some for short term. So, it depends on us whether we are looking for a long lasting publicity of the website
Black Hat SEO Techniques Article Spinning:This technique involves the use of a software to rephrase the copied content so that it can be posted further as a unique post. This method changes the content in such a way which reduces the risk of getting detected by any of the plagiarism tool.Cloaking: Cloaking is a technique of website optimization in which a different URL or content is presented to the users and the search engine. Sneaky Redirect: Sneaky Redirect is a technique in which the user is directed to some other URL than the URL requested by the user. Hidden Text: It is a method in which hidden texts are included to the content on the websites to manipulate the website ranking on the search results. Doorway Pages: It is a technique in which the visitor is directed to the same destination for many links in the search results. Scraped Content: It is a technique in which content is copied from highly reputed sites to increase the volume of pages on your site. Paid Links: Buying links for website optimization is easy as once the transaction is completed it is not required to bother about the content quality. Also the anchor text is selected according to the preference of the customer. Spam Commenting: These are the comments having no informative message and contains promotional links which are not related to the website. Spam comments are posted on other blogs to create a negative impression on the visitors. https://arudhrainnovations.com/