SEO, or Search Engine Optimization, is a crucial part of any business’s digital marketing strategy. We recently explained SEO in the language of a middle schooler as a game where we help a website get found by people using the internet. Like how you play hide and seek, and people have to look for you, a website also wants people to see it easily.
So, we put unique keywords on the website that people might be searching for, like “toys for boys” or “puppies and kittens,” for example, so that when someone types those words into a unique tool called a search engine, like Google, they’ll have a better chance of finding our website. An e-commerce store or marketplace needs SEO to increase visibility, establish authenticity, and enhance customer experience.
SEO is essential to e-commerce, as it helps drive website traffic and increase conversions and sales. Online businesses must ensure that their website is optimized for search engines to be seen by their target audience and beat the competition. SEO can be a complex and ever-changing field, but by following best practices and staying up to date with the latest trends and guidelines, businesses can boost their rankings in search engines and drive more website traffic.
Leading e-commerce businesses have found that partnering with industry specialists in On-site Conversion is one of the best ways to guard against invalid site traffic from disrupting their SEO and marketing efforts. Sending invalid traffic to a competitor’s site can also be referred to as “Black Hat SEO,” but what exactly does it mean?
What Exactly is Black Hat SEO?
Black Hat SEO is a collection of unethical practices used by nefarious web developers to manipulate search engine rankings to benefit a particular site over another. These practices intend to generate quick and easy results, but they often violate the terms of service of search engines, and they can lead to penalties or even being banned from search results altogether.
Some examples of black hat SEO practices include keyword stuffing, cloaking, web content scraping (read more here on the impact of scraping attacks on businesses), buying tons of backlinks, and using hidden text or links. These techniques trick search engines into thinking a website is more relevant and popular than it is.
It can also harm an e-commerce business because it can cause its website to be penalized or banned by search engines (potentially also from their advertising platforms), leading to a decrease in traffic and resulting in lost revenue and customers. Additionally, if customers find a website through a search engine and then discover that it is full of irrelevant, low-quality content, it can harm the business’s reputation and make it less likely that customers will return.
White Hat SEO – on the Other Hand
White Hat SEO is a set of best practices and techniques used to optimize a website for search engines that follow the guidelines set by search engines. It is the opposite of Black Hat SEO, which uses unethical techniques to manipulate search engine rankings. These SEO techniques include using keywords in the content, meta tags, and URLs, creating high-quality content relevant to the audience, and building backlinks from reputable websites. These techniques improve the user experience and make it easier for search engines to understand a website’s content.
For e-commerce SEO, White Hat SEO techniques are essential because they ensure that the website is visible to the right audience and the audience can find the products or services they need. This can lead to increased traffic, higher conversion rates, and, ultimately, more sales. In addition, using White Hat SEO techniques helps to establish the website as a credible and trustworthy source of information.
It is even more essential for e-commerce websites, as customers often look for a reliable source for purchasing products or services online, knowing that their money is safe and they’ll get the goods they were looking for as promised.
A further aspect of White Hat SEO for e-commerce is that it helps improve the user experience, making it easier for customers to navigate the website. This leads to higher levels of engagement, which can, in turn, lead to a substantial increase in sales.
By following search engine guidelines, an e-commerce website can ensure that the site is not penalized or banned by search engines. In the long run, White Hat SEO can be more sustainable and profitable for e-commerce businesses, as it generates free organic traffic, which is even more crucial when considering the expensive advertising costs on big platforms such as Google Adwords or Facebook Ads.
Black Hat SEO is a set of unethical techniques used to manipulate search engine rankings, and it should be avoided at all costs. Not only do these techniques violate search engine guidelines and can result in penalties or bans, but they can also harm the user experience and damage the reputation of a business.
Instead, e-commerce businesses (and online businesses in general) should use White Hat SEO techniques designed to improve the user experience and business reputation and facilitate more understandable website content for search engines.
In the long run, White Hat SEO can be more sustainable and profitable for e-commerce businesses. Remember that your business reputation is on the line, and preserving it is crucial for long-term success.