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Archive for November, 2011

Website Marketing Ethics

Friday, 18 November 2011 Leave a comment

So you have a business, and you’re learning how to establish a web presence using website marketing, right? Well, you’re in luck! This blog is dedicated to help business owners (and anyone else for that matter) learn and understand website marketing concepts that will help enhance website content, and most importantly, increase website traffic.

The first thing about website marketing that you have to understand is how important it is to always be white hat. “White Hat?”, you ask, “What the heck does that mean?” Well, this all started a while back, when website marketing was young. Many website marketers and SEO experts used the terms White Hat and Black Hat to refer to ethical and unethical website marketing practices, respectively. The term Black Hat comes from old Western movies, where the villain would often wear a black hat, in contrast to the hero’s white hat (which makes sense given that many of these movies were filmed in black and white).

In website marketing, black hat gets thrown around a lot to describe marketers who use unethical marketing techniques to advertise their website, or for SEO purposes. These are the sort of guys who you get spam email from. One black hat website marketing technique is link stuffing or link farming, where hundreds or thousands of links are put on a small page with no other content, just to get Google to notice them. Another black hat website marketing technique called cloaking allows black hat marketers to show a search engine different content than a person will see. It’s pretty clear why these black hat website marketers have such a negative reputation, and Google has been cracking down and removing sites that use these methods from their search results.

On the other end of the website marketing spectrum, white hat SEO may take a little more time, but it’s always better than the risk you take with black hat SEO, which is at times not only unethical, but illegal as well. At Brennan Mack SEO, I’m proud to let all of my clients know that all of my website marketing efforts are white hat, and I make sure not to risk my client’s sites getting deindexed. White hat will always beat black hat SEO in the long term, and good always defeats evil in the end.

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