2. White Hat VS Black Hat SEO?
There are two methods of Search Engine Optimisation: White Hat and Black Hat. White Hat is the only safe method, Black Hat can be faster initially but is an incredibly risky strategy with only short-term benefits.
White Hat - The site is steadily optimised at the correct rate for Google to trust what is happening. Google wants to see a site go live, with a good internal link structure, up-to-date site map, informative content with the correct keyword density, and a steady stream of other highly trusted sites which link to it - this is White Hat SEO; sticking as close to the rules as possible.
Black Hat SEO uses tactics such as automated link building (spamming), over-optimising keyword density, hidden content, resource layers and other processes that "cheat" or "fool" the search engines. You may be asking "so what's the risk?" well having invested a great deal of time and money in to a website which a business needs to win new business or sell it's products/services - imagine the impact of it just vanishing from the search engines altogether? Well a large luxury German car manufacturer found this out when their site was blacklisted completely from the search engines for months; just because they used Black-Hat SEO.
If your business relies on it's website and can't function without it, then using Black Hat SEO is a potentially suicidal move, as you too risk blacklisting. Also if you pay for cheap, automated, temporary links to your site, then as quickly as they are made, they can vanish when you cancel your SEO contract; rewinding any benefit they gave and causing your site to plummet back down the listings.
mi|seo doesn't use any of these Black-Hat methods. Our on-page optimisation is permanent, and so are the high-value links we build. Obviously over time as some sites are redesigned, you may see one or two links break; but the vast majority will remain. Ongoing SEO will keep links being built at a much higher rate than they break; growing trust for your website and establishing it as a long-term leader in the eyes of the search engines.
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