There are four main types of (best seo company in chennai) search engine optimization, all aimed at helping you to earn greater visibility in search engine results:
White Hat SEO
Black Hat SEO
Grey Hat SEO and
The main differences have to do with how closely SEO tactics align with Google guidelines and then long it takes before you begin to see results (time), how much it costs, how risky it is, and ultimately, the value the tactics deliver to the client.
Google guidelines spell out what Google considers good (white hat) and bad (black hat) SEO. They are meant to help to understand what can help and hurt your rankings. While they are not laws with legal consequences, they should be taken seriously and SEOs should let clients know if they plan to violate Google Guidelines.
In Black hat SEO will get you where you want to go faster. But it is usually less cost because it takes shortcuts to the top by going against published. But in fact, many black hat SEO tactics are specifically spelled out in the guidelines as things you should not do. As such, they carry the risk that your website and/or content will rank lower, be banned from search engine results, or demoted the next time Google updates its ranking algorithm. Google updates its ranking algorithm roughly between 500-600 times a year.
Black hat SEO returns value quickly, but there is a risk the value cannot and it will not be sustained.
White hat SEO techniques are very important in SEO but it usually takes longer and costs more to carry out. White hat SEO carries less risk and tends to deliver lasting and compounding value over time. You will find most of the respected Search Engine Optimization (best seo company in chennai) and content marketing companies like MOZ, Search Engine Journal, Search Engine Watch, Search Engine Land, Search Engine Roundtable, the SEM(Search Engine Marketing)Post, Stone Temple, GSQI, and Philadelphia-area Seer Interactive and SEM rush all use and recommend white hat SEO tools and techniques.
Grey Hat SEO techniques, fall somewhere in the middle as these tactics are not specifically called out in Google Guidelines.
White hat SEO practices strictly adhere to search engine ranking. As such, they are less likely to be negatively impacted by search engine algorithm updates that occur 500 to 600 times a year. Results take longer because do not employ cheats and shortcuts.
Example of white hat SEO includes writing relevant, useful content that helps to search users to do what they need to do. It including promoting the content on social media (SEM) so it earns exposure and links, and soliciting the use of data aggregates to acquire local business citations.
Black hat SEO employs practices that do not adhere to search engine guidelines and therefore carries the risk that website and/or content will be demoted or banned from search results. Future algorithm updates have the potential to negate or destroy any short-term advantage you may have gained by employing black hat practices but you tend to rise faster because you are less constrained by the "rules".
Examples of black hat SEO including keyword stuffing or hiding, paid backlinks and cloaking is where different content is shown to user and search engine page visitors (users or traffic), thin content (less than 300 words to per page or post) and private blog networks (where a set of sites under the control of the SEO service provider is used to acquire backlinks). For a more extensive list see 44 Black Hat SEO Techniques That Will Tank the website from Cognitive SEO.
Grey hat SEO falls someplace in the middle. These practices are not especially called out in the guidelines but should still be considered risky.
Examples include click bait (content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page and not deliver value), spun (slightly altered) content, prolific link exchanges, and paying for reviews.
Negative SEO is the practice of implementing the black or grey hat SEO techniques on someone else's website with the intent of causing harm. Harming your competitors makes room for you to move up in search results.
These practices often focus on the building unnatural or undesirable links to a competitor's website or page stealing their content, posting negative reviews, or hacking the site and modifying its content.