White Hat SEO [The Ultimate Guide 2020]

Published by Aftab Siddiqui on

white hat seo

White Hat SEO refers to the SEO strategies or techniques that are in consideration with the terms and conditions of all the search engine guidelines. White hat SEO is performing the SEO tactics while maintaining the integrity of the website.

Reading time: 7 min 56 sec

What is White Hat SEO?

The beginners are often confused between types of SEO and the techniques of SEO. They consider white hat SEO and black hat SEO as the type of SEO, which is wrong.

White hat SEO or white label SEO is an SEO technique that involves activities like creating unique content, optimizing images, easy to navigate the site, link building, structured data, robots.txt, XML sitemap, and a lot more.

On the other hand, black hat SEO techniques involve activities like keyword stuffing, usage of private blog networks, cloaking, sneaky redirects, blog comment spamming, and paid links.

Google algorithm uses hundreds of signals while ranking your website. You have to do both smart work and hard work to get the desired results. The goal of White hat SEO is not to make Google angry.

5 Useful White Hat SEO Strategy in 2020:

There is an absolute satisfaction in playing by the rules and winning it all. Don’t you want to appear in the top 10 search engine result pages without suffering from any Google penalties? If yes, then you have to consider the following white hat SEO strategies.

1. Unique Content

Content is the basic need for good SEO. The content should be exclusive, free from all duplicity. There can only be 5% plagiarism in your content. If plagiarism is more than 5%, Google considers the article as copied and penalize it.

Five percent plagiarism is okay because a group of common words can come under it, which many websites must have used. Create unique and valuable content free from all the issues. For example, “SEO is a process of” can come under the 5% plagiarism because it is a typical sentence.

Google panda checks for the duplicity and penalizes for this because uploading the same content again is not useful for the users. Republishing an existing post or spinning the content is a black hat SEO technique.

2. Relevant Content

The content should be related to the title. Nobody likes to read a long article of 3000 words that have nothing related to the title but unnecessary content out of the topic. Engaging the reader and making the article interactive is good, but that doesn’t mean you should go completely off the subject.

If the content is good and to the point, your page can come soon in the first search engine result page just by doing the on-page seo and off-page seo.

3. Infographic Image

You must have heard the quote that “Picture speaks louder than words.” On average, people like to read the text in the form of images. Infographic images are those in which text is written. They are the graphical representation of data.

Infographic images show the facts, figures, examples, and relevant information quickly. Use a good number of infographic images in your content. They can improve engagement.

4. Relevant Links (Internal & External)

Links drive the right amount of traffic, but does it mean that you can fill your post with hundreds of additional links? If you don’t know, then let me tell you that Google goes through every internal and external link of your web page. The algorithm is designed to track whether the link is related to the post or not.

If many links are not related to the content, Google can penalize your website. Add related internal links that take the user to other web pages of your website. If your post is not complete and needs some detailed information, you can add the related links to other websites.

For example, if your post is about “how to start a blog?” Can you add the “ten tips to increase height” link in your post? The answer is, of course, no because it is not relevant to the post. However, a post like “what is a blog, blogging, and blogger” is related.

5. Use Synonyms, Good Spelling, and Grammar 

Synonyms are the words with the same meaning. Using easy to understand synonyms that you use in your daily life can increase the engagement of the content.

Don’t sacrifice the readability just for adding keywords and enhanced vocabulary. There shouldn’t be grammatical errors, because it does nothing but degrade the quality of the content.

The content should have a minimum or no usage of passive voice because the Google algorithm finds a passive voice as challenging for the understanding of the users. Google recommends using the active voice because it is direct.

You can take the help of Grammarly tool for checking vocabulary enhancement, grammar, contextual spelling, punctuation, sentence structure, voice, and plagiarism.

6 Useful White Hat SEO Techniques in 2020:

Some tips and tricks always help a lot. Here is a list of some of the recommended White Hat SEO techniques and tips for better SEO of your website.

1. Focus on User Experience

Consider the user as your primary intent and do all the things which make your users happy. User is your priority if they are satisfied, then half of your work is done. Google checks for the user experience, and based on this evaluates the website.

You should have a deep understating of what the user wants and how does he like it. User experience is based on easy to use the site, content readability, infographic images, website design, good navigation, user-friendly URL, mobile-friendly site, and good title. Focus on who your audience is and work for the interest of your users.

2. Keyword Research

Keywords are those words that a user enters in the search engine box to search for a specific query. People are free to search for anything, but that doesn’t mean you should consider all the search queries. That’s why keyword research is essential. Create content only on those keywords in which you have complete knowledge and that have a good search volume.

You can take the help of Google Keyword Planner, Keywords Everywhere, Ubersugget, and AnswerThePublic for finding the keyword volume. Do proper keyword research before jumping into creating the content.

Include LSI Keywords and Long tail keywords in the content. Use the focused keyword five to six times in the post, depending on the content length. Don’t stuff the keywords in your post because this comes under black hat SEO, and Google algorithm Florida penalizes you for this.

As a smart work, you can also look for your competitor’s keyword and use them. It isn’t something that violates Google’s guidelines.

3. Link Building

Link building is the essential and traditional way of coming in the top search results. Getting a link from another website to your site is popularly known as link building. Links are a proof for Google that your site is worthy for the users.

You indeed need backlinks if you want to top the charts, but the backlinks should be coming from the trusted sources, and they shouldn’t be the paid links. Don’t indulge in black hat link building strategies.

The easiest way of link building is finding the top Google pages, building content related to them, and getting a backlink from such pages. It is known as the skyscraper technique.

You can search for the broken link and contact the website owner that has the broken link. And ask them to replace that link with a relevant link to your website. It is known as a broken link building. Include techniques like guest posting and commenting on forum sites or blogs for bringing the traffic to your site.

4. Build a Solid Structured Data

A comprehensive, structured data doubles your chances of coming in the featured snippets. Websites that have useful content and the right SEO fails to make structured data. Hence, they fail to appear in the rich snippets.

Many people are afraid of making structured data because it requires perfect coding. But that doesn’t mean you can’t make structure data at all because SEO tools help when you become helpless.

You can take the help of the JSON-LD Generator tool for creating structured data. It is free and easy to use the tool. Fill the details like website URL, image URL, meta description, title, logo, author name in JSON-LD Generator tool. It converts your entered details into a perfect code that you can test by submitting in the Google Structured Data Testing tool and increase your chances of appearing in the featured snippets.

5. On-page SEO

On-page SEO or On-site SEO deals with the tactics or SEO activities on your website, not outside (Known as off-page SEO). On-page SEO is not limited to tags. It’s a whole lot of a process that required deep understanding.

On-page SEO techniques include meta title, meta description, canonical URL, keyword research, schema data, heading tags, image alt tags, optimized images, user-friendly URL, mobile-friendly website, internal links, outbound links, and much more.

It is essential because your site is nothing without on-page SEO. You can’t stand for a single minute if your website doesn’t have the right on-page SEO because it’s the building block for your site ranking. Work on the on-page SEO of your website to move further.

6. Technical SEO

Technical SEO alone can break down the site’s efforts. It deals with the activities that affect the indexing and crawling of your web page.

Technical SEO strategies include page speed, AMP (Accelerated Mobile Pages), mobile-friendly website, site structure, fixing errors, setting preferred domain versions, 301 redirections, fixing broken links, and much more.

For every web page or a new post added, you have to do the technical SEO. You also have to keep updating the XML sitemap.

You don’t need to be a coder because there are many best free SEO tools for your ease that can make you an SEO expert.

Why are White Hat SEO Techniques Important?

  • People fail to understand the importance of white hat SEO. It is crucial because without following the tactics of white hat SEO, your website is likely to fall in danger. White hat SEO meaning itself suggests that it maintains the integrity of your site and prevents it from getting banned from Google.
  • Google is the most used search engine all over the world. The algorithms of Google are way smarter than you think. It can easily trace whether the SEO activities performed are right or whether the tactics are wrong and violating Google’s guidelines.
  • If, due to unwanted techniques, Google bans your website. It brings a drastic change in website traffic and ranking. Also, it destroys the goodwill and worthiness of the site with Google as well as its users. Moreover, once you are banned, there is very little chance that Google re-list you easily.
  • White hat SEO takes time, but the results are 100% right and long-term. Shortcuts are fast, but they never guarantee you success. Getting good results and then making a small mistake can cost you a lot. If you want a long-term effect, white hat SEO is all that you need.

Should I Hire Someone for White Hat SEO Services?

Of course, you need to hire someone for a White Hat SEO service. At the beginning stage, you are neither an expert nor have much knowledge about SEO. Therefore, the chances of violating search engine guidelines are more. To not let this happen, you need to hire a professional who can provide you with the right white hat SEO service.


Don’t distract yourself from your competitor’s success and indulge in black hat SEO. While white hat SEO takes time, but it’s the best and healthy technique of bringing traffic to your website.

I hope this article was informative. Which is your favorite white hat SEO technique? Do mention in the comments.

I am looking forward to your feedback in the comments.

Aftab Siddiqui

Aftab Siddiqui is the founder and the handler of the LazyEarning blog. He is a passionate blogger and one of the top digital marketing experts. Aftab Siddiqui is the nine out of those ten people who make a site reach height. He is an SEO consultant and Affiliate marketer as well.


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