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THERE IS FOUR TYPES OF HACKERS

 
1. Blue Hat
2. Gray Hat
3. Black Hat
4. White Hat

White Hat

Search engines like Google and Bing recommend certain optimization methods as part of good design and usability for consumers. Techniques are considered White Hat if they conform to search engine guidelines and involve no deception. White Hat smarties create content for users – not for search engines – and then make that content easily accessible to spiders rather than attempting to game the algorithm.

White Hat tactics tend to produce results that last a long time. Simply put, White Hat is effective web marketing.

Here’s a rundown of basic White Hat techniques:   

  Content: When developers and designers first started looking at SEO as a strategy separate from website construction, one phrase was often repeated, “Content is king." That trend continues today. Under no circumstances ever overlook that content rules SEO. Content includes page text, blog posts and press releases.

 Site architecture & spiderable code: 

 HTML code is best, but many others work. Remember to include a site map and robot.txt that tell the spiders where to go (or not to go). Site maps come in two popular flavors: XML and HTML. Good internal linking will also guide the spiders, while spreading your link value efficiently.


Structural (semantic) mark-up: 

Those may seem like big fancy hacker words, but don’t let them intimidate you. They just mean making proper use of heading elements. That’s essential because search engines give more weight to the content within your headings. Using CSS to separate the design elements from the content makes for much leaner code and makes it easier for search engines to find what they’re looking for. Use bold and italics to highlight important information.

 Titles & meta data:

Search engines now regard meta as less important due to misuse. But it’s still important to include meta—properly. Titles, on the other hand, carry a lot of weight. Think of semantic markup (described above) and it's obvious why. Make sure your titles are a true representation of the content of the page, and make them unique to each page. The same goes for description, image alt tags, and header tags.

Keyword research and effective keyword use: Use online tools to find out what terms people are searching for. Then create web content with keywords and key phrases in mind. Remember that with keywords, broad is not always better. Try key phrases like “storage unit Seattle”—26% of organic traffic is driven by three-word searches (two words = 19%, one word = 14%). But don’t overuse keywords. Here’s a good guideline: 2 to 3 times on short pages, 4 to 6 times on long pages, all naturally appearing in content. Use keywords in title, description, headings, text, image alt tags and links.

 Quality inbound links:

Inbound links to your website are deemed by search engines as “votes” for your site. There are good links and bad links; likewise, there are good votes and bad votes. Good links are links from other web pages that are well regarded by the search engines and are contextually relevant to the content of your page. Read about bad links under “Black Hat” below. Start by submitting your site to directories. Many directories are still well used, but their link value is less now than it used to be. Then build up your content specifically to entice linking (if you're underhanded about this it's called link-baiting, so be prideful of your content quality).


 Social networking: Many social media profiles let you link to your site. You might also participate in forums that let you have a signature, such as (on a restricted basis)SelfStorageTalk.com. What's more, participating in user generated content sites will help you make more connections on the web. Comment on others’ blogs (like ours), or even volunteer to write a guest blog (in fact, we welcome guest blogs here on bothMarketing Ahead and The Renter's Bent).

(It's important to note that if you automate any of these things it is generally considered Black Hat.)

Black Hat

Search engines don’t like to be tricked. Google, Bing, et. al. have a responsibility to provide good search results to consumers. If they don’t, consumers will lose confidence in them and search elsewhere. The big boys stand to lose billions in ad revenue if they aren’t super fast and highly receptive. That’s why they get so ticked off when Black Hat SEO hackers game the system. If engines catch a site manipulating search with disapproved techniques, they’ll ban it. Once banned, it’s not easy to climb back up. Just take a read of this horror story about a business that lost $4 million in revenue after it was banned.

Smart self storage operators who want to get Google’s attention will forgo “get rank quick” schemes. If you’re a newb, some of this stuff might be over your head. That’s okay, but if you hear your SEO providers using any of these terms, run away likeBrave Sir Robin.

Here are definitions of typical Black Hat techniques:

 Duplicate content on multiple domains: substantive blocks of content within or across domains that either completely match other content or are appreciably similar.

 Hidden text & invisible links: visible only to search engines' bots and not to the human eye. Text or links might be colored similar to the background, set in an invisible “div” tag or layer, or positioned off-screen.

 Cloaking:
the content presented to the search engine spider is different from what's presented to the user's browser.

 Keyword stuffing: a keyword or phrase used excessively in page content or alt tags in an attempt to gain higher rankings.

 Paid links:
just what it says: inbound links that you buy (rather than earn via good, interesting, relevant content). Search engines – especially Google – say “don’t pay for links.” But some search marketers say paid links work. Learn more about linkbuilding don’ts in Tom’s post “Seven Deadly Sins of Linkbuilding.”


 Link farming: exchanging reciprocal links with websites. The idea behind link farming is to increase the number of sites that link to yours. Learn more about linkbuilding don’ts in Tom’s post “Seven Deadly Sins of Linkbuilding.”

  Ad-only & doorway pages:
uyh, I hate these things; I run into them every time I do a search for a new domain name, stupid squatters! I’d like to know why domain squatting is okay, whereas trademark squatting is impossible per the USPTO.gov—and don’t give me that “they're assets, like web real estate” crap. But I digress…Doorway pages are designed for search engines (not for the end user) and stuffed with specific keywords that link to a landing page. Doorway pages could be called landing pages; the difference is that doorway pages are worthless crap while landing pages are streamlined to provide value on their own. Ads-only pages are doorway pages that contain nothing but paid links and ads. 

  Sneaky redirects: don’t contain content for humans; rather, they automatically redirect users to other pages. When you click on one of these pages from a search engine result, you will be redirected to another page (usually a high pressure sales page).

 Throw away domains: have little or no value; most often used to test out SEO tactics.

 Domain grabbing & brand jacking: registering, trafficking in, or using a domain name with bad faith intent to profit from the goodwill of a trademark belonging to another.

 Automatically generated pages: keyword-dense content that was not created specifically for a page, but is automatically posted on a page when it is called up to the search engine. Often used by sites with thousands of pages, like ours. It can be tough to write that much original content, and I often hear the deep sighs of my employees after I hand them fifty more facilities to cover, but we all suffer through it just for you.

 Scraping: an application that scrapes search authoritative data from other websites. Google can be alerted due to the duplicate content, which is a big no-no web-wide. Scraping is accomplished via “rogue bots” that ruthlessly eat your bandwidth and scrape your website for their own personal gain.

  Blog spam: a form of spamdexing done by automatically posting random comments or promoting commercial services to blogs, wikis, guestbooks and discussion boards. Blog spam is exactly why we have to “approve” your blog comments here before we publish them—at least ¾ of the stuff that comes in is a sleaze-fest.
   Fake news & deceptive headlines: hoaxes and headlines whose sole purpose is to draw traffic and link spam; the constantly-evolving techniques make it difficult for search engines to keep up with the spam links.

 Hidden affiliate links & cookie stuffing: browser cookies get stuffed with an affiliate ID so that the affiliate gets credited and the person who stuffed the cookies gets paid. I know, it's kind of confusing. In a nutshell, it's someone taking credit for a lead that he didn't generate. As self storage operators, many of you probably feel like you've been burned by this technique before.

 Multiple subdomains: populating large numbers of subdomains with autogenerated content, doorway pages, and spammy link crawl pages.

 Twitter automation: dudes, we spend hours trying to provide meaningful content on Twitter, so you can imagine how I feel about this subject. Grrr. Twitter automatons create accounts with two goals in mind: securing new followers and getting them to visit websites that show clients in a positive light. Out of sheer spite, I unfollow and report the minute I detect a Twitter automation.
 
Google bowling: a technique used to knock competitors down or out of search engine results. It is a form of SEO sabotage that is conducted by pointing hundreds of questionable links from low quality sites at a competitor's site so they end up banned or penalized by Google. (Hey Steve, are you reading this? Put it on #7 of your Q4 task list, will you? Just kidding.)

 Hacking sites: also known as a cracker or a dark side hacker (this last definition is a direct reference to the Star Wars movies and the dark side of the force), a hacker is someone who uses his skills with criminal intent.

 Slander linkbait:
a piece of content placed on a web page – whether it's an article, blog post, picture, or anything else – that is designed for the specific purpose of gathering links from as many different sources as possible. An example is writing something like “SEO pros are all idiots” so that five hundred SEO hacks will come out of the woodwork, post their opposing perspectives, then link to their comments from their own blogs. We actually got called out for this on Reddit.com – much to our dismay – for writing a blog post about a woman who locked herself in a storage unit. In the end the situation was worked out, but it goes to show how easy it is to "cross the line."

 Map spam: I saved this one for last because it could have a pretty big impact on local self storage. Google Maps are hot web real estate for local businesses. Map spammers come up with a physical address where there is none (say, in a skyscraper, a cemetery, or a parking garage) and list a local business there. This happens most in highly competitive metros like Houston. Since the Google 7-pack of local maps receives most of Google’s first-page clicks, a company that figures out how to show up there more than once is going to unfairly draw a ton of traffic.


Gray HatAs in the real world, things are not always black and white when it comes to SEO. There will always be gray areas—those techniques that do not clearly conform to either extreme. Gray Hat SEO walks the fine line between White Hat and Black Hat, but it leans more toward black than white. This is because Gray Hat SEO employs techniques that are akin to spamming but not flagged by Google. Yet.

A few examples of Gray Hat SEO are:

 Cloaking:
website provides information to the search engines which is different from what the site actually contains. Obviously, this is a practice that reeks of deception. However, there are certain cases when this practice can be deemed acceptable. For example, if the website has content that is available only to members then it could be acceptable. Then again, this practice can very well be abused.

  Paid links:
we all know how important links are for SEO. That is why it is quite understandable that the practice of buying links can become questionable. Purchasing links for advertising purposes is fine. However, if you purchase links solely because you want link popularity, then it could be considered shady by Google... Seems hypocritical to me, but whatever.

 Duplicate content can be considered legitimate in certain cases, but it's rare. Considering the fact that negotiating fair practices directly with Google and Bing is dang near impossible, I'd avoid duplicating content altogether.
When in doubt about whether a technique is white or black, be on the safe side.


Blue Hat
The relatively new term “blue hat” spawned from the name of a blog – a very good blog on advanced SEO techniques – written for SEO pros. Unfortunately, I predict that the term will come to be highly abused by average SEO services who want to be viewed as authorities. Stop the insanity! (Ugh, did I just quote Susan Powter?!)

If you’re ready to dip your toes into advanced SEO, I recommend learning via the following sites. Of course, if the whole thing overwhelms you, you can always rely onStorageFront to improve your visibility online... Come on self storage operators; it’s just $69.95 per month, what are you waiting for? (Listen, I've been researching and writing for over an hour here, I earned a shameless plug, right?)

 BlueHatSEO.com
Blue Hat SEO explores advanced web marketing and SEO, including both White Hat and Black Hat. Everything on this blog assumes that the audience knows and understands the basics of SEO and web marketing.

  SEOMoz.org
SEOMoz is widely recognized as the world’s foremost experts on advanced SEO. The site offers more than great information; you’ll find free guides, tools and tutorials.

 SearchEngineLand.com
 like this friendly site a lot because it crosses the line from intermediate to advanced. Covers tips for every search engine, so it’s the best place to look about specific providers like Google and Bing.

 SearchEngineWatch.com
This site has a very high authority in the search engines and it generates a ton of web traffic daily. You can find everything you need about SEO from well-versed specialists.


 Sphinn.com
Best used for discovering news stories and how-to articles relating to web marketing and SEO. You can also read and participate in discussions with industry peers.