Even though SEO includes a set of different activities, it can be classified into three main groups. These classifications are based on the legality of methods used by the SEO specialist. We have White Hat, Black Hat, and Grey Hat SEO. Here is a review of these three major SEO techniques.
(i) White Hat SEO
White Hat SEO also referred to as ethical SEO is the most popular of the three SEO techniques. Many SEO specialists and agencies, as well as clients, prefer White Hat SEO because the methods used are in line with search engine guidelines. This technique focuses on the human audience and mainly uses high-quality content to improve rankings. Here, content may involve writing effective posts, using quality inbound links, keyword research, user interface and so on. One advantage of Ethical SEO is that it offers gradual but lasting results as far as SEO is concerned.
(ii) Black Hat SEO
Black Hat SEO is a method that is considered a backdoor approach to SEO. This approach seeks to exploit the weaknesses in the algorithms of search engines to improve search rankings of websites. To put it into perspective, this approach violates the set SEO guidelines. Black Hat SEO uses vices like automation, link spamming, using scraped content, keyword stuffing, cloaking and so on. Even though Black Hat SEO may offer instant results, it is unpredictable and only gives short-lived results in your rankings.
(iii) Grey Hat SEO
The last SEO approach is Grey Hat SEO. This SEO technique is lukewarm in that it combines several practices from White Hat SEO and Black Hat SEO. Mostly, SEO experts who use this method are normally under pressure to deliver results.
Now that you know the various SEO approaches that are there, it is up to you to decide which one you think is best for you. Always make sure you are aware of which approach is used so that you may get value for your money!