The SEO Challenge: White Hat, Black Hat

Often, I’m hired to write pieces that use keywords or include descriptions. The client usually sets the parameters here, telling me exactly what he wants as far as search engine optimization.

I know that some writers refuse to take jobs that involve SEO at all. While I respect that decision, since it can cramp your writing style, I believe that there is such a thing as white hat SEO. Some would disagree with me and say that all SEO work is manipulative and, therefore, black hat.

Wearing a white hat is always better. Image: sxc.hu

If you’re new to freelance writing, though, you probably have no idea what those terms mean, let alone how to responsibly include SEO tip in your writing! So, let’s go over it a bit:

Search Engine Optimization (SEO)

First and foremost, search engine optimization is simply the process of ensuring that people will find your website through search engines. This involves not just the text, but also the site design, links, pictures, and so forth. For writers, the most important SEO technique is the use of keywords. Basically, when search engines scan over the text, they look at what words you use. When someone types a phrase into the search engine, the results list is, in part, based on whether or not that phrase is use on your website.

Of course, that’s just a small, small part of how a search engine and SEO works. Darren Rowse at Problogger has a pretty good post that explains SEO much better than I have here.

White Hat vs. Black Hat

In any industry, white hat techniques are “good” and black hat techniques are “bad.” They aren’t necessarily bad in the sense that they won’t help you – think of it more as good versus evil. Black hat techniques are behind-your-back, manipulative, scummy techniques that you shouldn’t even consider if you want to be an ethical writer. If you’re just starting out, though, you may not understand which SEO techniques are white hat and which are considered black hat.

AHFX.net has a great article that talks about white hat versus black hat techniques, giving specific examples straight from a presentation on the subject by Google. Basically, here’s what you need to remember:

Content that ONLY serves to get people to a website is probably using black hat SEO techniques.

In other words, yes, you can use keywords in your writing, but you still want that page to be relevant information to the reader. If you’re “tricking” people into coming to your website, you’re a black hat SEO-er. On the other hand, if you’re using SEO techniques to make sure that the people who are looking for your website can actually find it, you’re probably not doing anything wrong.

Each search engine has its own rules when it comes to SEO. As a freelance writer, I recommend that you get to know the guidelines, at least for Google if for no other search engine. Here’s where you can find out more about some of the major sites:

• Google Webmaster Guidelines
• Yahoo! Webmaster Guidelines
• Bing Webmaster Guidelines
• Ask.com Webmaster Guidelines

Learning about SEO techniques is important to writers. Clients want writers who can properly use keywords and give them advice about optimizing their content. You increase your value as a writer when you can provide optimization to your clients, and that means you can charge more for your work. It can be confusing, but learning about white hat techniques is worth your time.