White Hat SEO: how to get a good Google ranking by following the rules


While the term SEO has now become commonly used even among laypeople, White Hat SEO is still an exquisitely technical expression.

So, what is white hat SEO? In short, it is a set of techniques and interventions to get a website to rank well by complying with the good practices that the search engine proposes, without exposing the site to penalty by the search engines. On the contrary, you run the risk of falling into the trap of so-called Black Hat SEO.

In short, putting the rules of White Hat SEO into practice means not violating the terms of service of Google and other search engines, focusing on the quality of a site and thus ensuring the best performance in terms of ranking.

A number of key factors must be taken into consideration to achieve this goal, including the content, images, architecture, and performance of a website.

How to use keywords within a text

How often to use a keyword within a text? Where to insert it? In which section of the text? Anything goes, as long as you do not fall into keyword stuffing, that practice aimed at overloading a web page with keywords, out of context and unnatural, in an attempt to change a site’s ranking within search results.

This, of course, does not detract from the fact that keywords are of great importance in SEO terms, but only if they are used in a natural context that provides value to users and readers.

However, it should not be forgotten that the Web is an arena, where competition is really fierce: a pinch of creativity and originality is also needed to get the better of competitors. It is therefore very important to carefully choose both the primary and secondary keywords, going for the user’s search intent and information desire, to ensure your site ranks well while applying the rules of White Hat SEO.

Is content still king?

SEO experts will have often heard themselves repeat the expression content is king, and this, in fact, is one of the golden rules of White Hat SEO. Indeed, the SEO guide that follows those who commit to Google’s standards requires that the content be:

  • Original, which means that in order to produce it one does not have to violate the intellectual property rights of others;
  • Relevant;
  • Useful for your industry;
  • Interesting for the audience;
  • Written well, with no spelling or grammatical errors.

In addition, if the content involves images and/or videos, these should also contain a title, tag, description and, if necessary, author credits. Goal: To provide the user with all the information they need, satisfying your search intent.

The importance of the audience in providing a good browsing experience

A self-respecting SEO guide could not forget to mention an indispensable factor in ensuring a site ranks well without breaking the rules: audience. The best way to achieve better search performance is to give value to your audience. To do this, it is necessary to follow some best practices, including, taking care of the architecture of the site, also paying attention to responsive design, having a good mix of written and multimedia content, and ensuring fast and intuitive navigation.

Another very valuable White Hat SEO technique is the guest blogging , which, however, should be used with caution, relying on experts in the field of link building and digital PR .

In general, the best advice is to focus on quality in order to be rewarded by both your audience and search engines.

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