white-hat-seo-businessIt is no secret that SEO as an industry has taken a hit similar to that felt by the law and car dealership professions. It has become a red-flag watchword for business owners who simply wish to get their website noticed by more potential clients, and have received less-than-optimal results. When Caseo Digital Marketing Services Lead Account Manager Robert Cairns uses the acronym, the average business owner groans outwardly:

“They will say things like, “SEO? I used to have that, and they screwed up my site. I will never do it again,” and then it is an uphill battle as I attempt to explain to them that they were likely taken advantage of by blackhat SEO’s out to make a quick buck”, Cairns states.

Blackhat SEO is a subdivision of SEO which uses under-the-table tactics in order to provide quick rankings boosts for a website at the cost of trust in the eyes of search engines like Google. When the Google search algorithm catches this behaviour, it de-indexes the website, effectively destroying any chance that it will ever rank well (or bring in traffic) again.

“If they knew the good that a well-conceived SEO strategy combined with a strong digital marketing push would do them, they would be much more open to what we offer,” he says.

Whitehat SEO, on the other hand, is a process that Google smiles upon. It fits with their policy of attempting to provide trustworthy and valuable search query results by performing quality assurance at every step of content and website production. A website that is properly optimized stands to build a brand’s awareness, develop a client base, bring in traffic and develop conversions for a business – all of which increase the bottom line and profit margin of the company.

“At the end of the day, my job is to make businesses richer. I do this by making it my goal to improve their standing through quality work and dedication to detail”, Cairns told us.

If you are planning on creating an online presence for your brand, it would be a mistake to attempt any form of advertising campaign without first looking into whitehat SEO. There are many guides on the internet that will help you understand the difference, what to look out for, and who to trust. Cairns had this to say:

“Look for a company that speaks of results in months, not days or weeks. Ask them what their ROI for previous clients has been. Look for a company that can say “no” instead of promising you the moon. Seek a company in the middle of the cost spectrum – there are no secrets to how to perform SEO, it is just a matter of how much time one puts into it. Companies that charge small amounts for SEO are unlikely to do anything for you, and those that charge large amounts are likely not worth your money. Follow these basic rules, and you will find a comfortable middle ground for finding an SEO company that’s right for you.”

One thing is for sure: whitehat SEO is one of the most cost-effective marketing techniques available to businesses of all sizes, and mastering it will improve your website traffic and bottom line to an extent unheard of with standard advertising.