Search for “SEO website optimization,” and you will definitely find companies or freelance optimizers who will promise you quick results. You will also find information about “special” methods, secret techniques that give quick and high-quality results.

SEO specialists can offer clients the following types of search engine optimization: white, gray, or black hat SEO. Since there are many different approaches to optimizing web resources in search engines, experts usually distinguish these three main methods.

The primary goal of website promotion is to boost website traffic, draw in targeted users, and ultimately boost sales. To do this, first analyze the website and its target audience.

The main strategy is to focus on the audience, not on search robots. After all, the website is created for people, goods and services are also for people, and the end user of the website is also a person.

Therefore, when promoting a website, the human factor plays a decisive role. If you ignore this rule, sooner or later the website will fall under the filter of search engines and will no longer be visible to users, that is, your audience.

Three main types of search engine optimization of websites

White search engine optimization is a combination of optimization methods that are fully permitted by search engines, which provide extremely stable and long-lasting results, but in the long term.

Search engines prohibit the use of black SEO technologies. These illegal methods of work quickly increase the website’s ranking in the search engine results list (SERP), but they also increase the likelihood of falling under the search engine filter and subsequent sanctions.

Optimizers recommend avoiding the use of black optimization technology and using gray optimization tools with caution. They are partially legal; therefore, they are considered absolutely safe for websites with a professional approach.

A brief overview of white-label SEO tools

White-label website optimization uses methods and resources that increase the ranking of web pages in search engines. This refers to promotion methods that do not contradict the recommendations of the search engine (mostly Google) and help bring the website to the TOP, as well as stay there for a long period of time.

White-label SEO has an extremely high level of usefulness, as it allows you to legally increase the popularity of the website without the risk of penalties. In this case, the speed of promotion in search results is very low and can last from a year to several years. Such an approach may not always benefit potential customers who want to see their website at the top in a month.

Popular white-label SEO tools

To create a promotion strategy, you should analyze the website to obtain analytical data.
Technical optimization and correction of the HTML code of the pages.
We are responsible for the development and placement of high-quality content that is useful, unique, and relevant.
Placement of eternal internal and external links.
Formation of a well-founded semantic core.
Application of contextual advertising.
Increasing the usability of the website, especially through adaptive design.
Reducing the time of loading the website.
Advertising on social networks.
Viral advertising of the website.

Although some white SEO methods are available for free, you will have to pay experienced professionals for the creation of high-quality content, technical optimization of the website, and the development of competent HTML code for the website. Only websites with high-quality content, the owners of which conduct analytical research in the industry, will be able to increase their audience.

Using white methods will not give such a rapid rise in the search engine rankings as black or gray. Promotion is quite slow. On average, it takes from 6 months to 1-2 years, depending on the available budget. But the main thing is, of course, the result.

Thanks to white methods, the website receives thematic traffic and steadily grows in the rankings. On average, promoting a website using white methods will start at about $2,000 during the main promotion period. In the future, you just need to maintain the achieved results. Read more about the price of website promotion here.

A brief overview of black hat SEO technologies

The name of the method speaks for itself. Black SEO is prohibited. This includes everyone’s “adored” search and email spam, the use of doorways (redirect websites), and invisible text on pages. In an attempt to manipulate a website’s ranking in search engines, some optimizers use tactics like link exchange methods, automatic link exchanges, or creating link graveyards. Black hat SEO attract more people to the website, but they do not ensure an increase in sales, since the attracted audience is not the target.

Simply put, black promotion of the website is a direct road to the blacklist. Of course, by using such methods, you may quickly reach the top of search engines, but you will also quickly lose that position. The promotion period with these methods is on average about three weeks; then your website will be banned; that is, it will be excluded from the search results list. The system will either determine that you are using prohibited methods, or your competitors will report it. But you’ll lose a lot because it’s hard to get out of the ban.

Black hat SEO is based on deceiving search engines; its result depends on the experience of specialists involved in the promotion of the website. The results of such strategies are typically short-lived. This promotion strategy uses the shortcomings of search engine algorithms to instantly increase the website’s ranking in the SERP.

Such search engine optimization types and programs do not meet the recommendations of the search engine, so the website may be punished in the form of loss of positions in the SERP or blocking, which can be both temporary and permanent.

Common methods of black SEO

Campaign to purchase temporary links on specialized forums and exchanges.
Publishing unstructured, irrelevant, and non-unique content.
Creating doorways.
Automatic generation of texts and links.
Abuse (spam) of keywords and links.
Cloaking involveshiding content and links.
Active use of unnecessary satellite websites that were created only to cut off competitors.
Placing prohibited content hidden in safe formats for a wide audience.

In the long term, black SEO optimization is very ineffective. After a rapid, unpredictable, and short-term increase in the website’s rating, a sharp decline and potential blocking follow.

Although some black hat SEO methods are very effective, they only work for websites that have been around for less than a month. White promotion methods are the best choice if you need a constant, gradual, stable, and long-term increase in website traffic.

In order to determine the real rating of the website, we advise you, first of all, to analyze the content of the website. How useful information is offered to users and how convenient the website is to use. Thereafter, compare your analysis with the website’s positions in search engines. In this manner, you will gain a clear understanding of the methods used to promote the website. An inconvenient and meaningless website cannot ascend to the top by itself. Which, unfortunately, often happens due to the use of prohibited methods.

A brief overview of gray SEO tools

The use of semi-legal promotion methods that do not violate the current user agreement with the search engine is known as gray optimization. Many SEO companies work in the gray area of promotion.

Responsibility for the use of gray methods lies entirely with the customer. It cannot be said that gray methods are prohibited, but they cannot be attributed to legal methods either. An example of such a method can be the purchase of “eternal” links to third-party websites. Yes, exactly the purchase.

It is clear that artificially increasing the number of links is a prohibited method. But since it is quite difficult to prove that the links are bought, the method belongs to the category of gray. Ideally, links appear due to good content.

When used correctly, gray SEO methods will help to quickly promote the website, after which optimizers will suggest that the client switch to white promotion methods, which guarantees that the project will work in the long term.

Basic tools for gray SEO

Well-optimized content can attract search engines and benefit the audience at the same time. This result can be achieved by optimizing texts for the search query.
Auxiliary satellites that do not interfere with healthy competition and complement the parent website.
Buying permanent links on reliable websites.
Publishing objective paid reviews.
We are promoting behavioral factors such as subscriptions, comments, likes, and reposts.
The website will be included in thematic directories, RSS feeds, and social bookmarks.
Cooperation with affiliated websites.

No matter what gray optimization methods the optimizer chooses, the result of promotion always depends on how well he uses all the tools. Many companies engaged in search engine optimization try to create universal solutions to maximize SEO effectiveness. Such companies often use gray optimization methods together with permitted SEO techniques.

Gray and white optimization are combined to fight competitors who use this approach. A website that uses only white optimization will initially lose to its competitors who use gray and black SEO tools but will eventually overtake them.

Which type of search engine optimization to choose

Determining the best type of search engine optimization for website promotion depends solely on the characteristics of the website and the goals of the owner. The black optimization method should be used if web pages need to receive an instant increase in search engine rankings; however, in the long run it will be practically useless.

Sites must use white tools optimization if they want to increase traffic and audience trust in the long term. It is also allowed to use gray methods of search engine optimization.

Ultimately, search engine optimization does not have a “right” or “wrong” approach. Customers of SEO services should be aware that individual tools differ in the degree of risk. Most companies, websites, and SEO agencies rely on optimization tools allowed by search engines, although all three types of promotion have their supporters.

To promote your website free and qualitatively, you need to know which methods to use, which will give a positive result, and which ones are better to avoid; otherwise, all the work done will be in vain. You can do your job well or cheat, break the rules, and make more money. Temporarily! Sooner or later the deception will be revealed.

If you are promoting the website yourself, then you yourself know which methods you can use. Inquire about the company’s promotion strategy if you plan to apply for services from them. Our company uses only ethical methods for promotion and search engine optimization. We do not promise a quick effect, because we know what methods it is achieved by.

Need Website Promotion?

Bohdan Prytulyak( CEO )

Founder and head of the PBB Design web studio since 2005

Types of Search Engine Optimization: White, Gray, and Black Hat SEO