Just as there are different types of search engine optimization, there also exists different schools of thought. While the types of SEO explain what is being optimized, the schools of thought explain how each of these aspects are being optimized.
There are three schools of thought of SEO:
- Black Hat
- White Hat
- Grey Hat
In short, Black Hat SEO refers to tactics which Google does not approve of and can ultimately penalize a website in the long run. Black Hat is still practiced by some specialists because of its high risk, high reward offerings.
White Hat SEO refers to practices that work alongside the Google algorithm rather than trying to trick it. White Hat tactics can take longer to see effects from but run absolutely no risk of penalization.
Grey Hat SEO is a bit more difficult to define. This school of thought includes some questionable tactics which blur the lines between what is acceptable to practice. While Grey Hat tactics carry some weight in terms of reward, they also hold serious risks for websites. Let’s take a deeper dive into each, so you can understand why GriffinWink only practices White Hat SEO tactics, and so that you can also identify when you might be being sold snake oil from other SEO providers.