What Is White Hat SEO?

How can webmasters improve website visibility and its positioning using white hat SEO methods? This a question that is asked every day. After creating the site for your business (maybe an ecommerce site, a food blog, a fashion blog, or the website of your startup), it is vital to follow standard search engine optimisation practices to achieve visibility.

Many people and organisations are faced with key questions. How come the site does not convert, sell, attract visitors, or generate contacts, shares or comments as expected? First of all, it is a question of visibility or rather of how to improve the site to attract potential customers. Understanding any shortcomings or errors is the first step in starting any digital marketing strategy.

There are some important features that a website must have to be well positioned on search engines. To improve the site you need to find out if it is indexed. The first thing to check is if the search engines know that your site exists, if they have found and inserted in their index all your web pages, or only some, or if, unfortunately, ignore your existence.

Pay particular attention to the number of results (which is approximate but nevertheless significant) that should be compared in broad terms with the number of pages on your website. You can find yourself in one of the following scenarios.

If there are no indexed pages in this case, there is a big flaw. The search engine is not able to reach the pages of your site and therefore cannot insert them in its index - and nobody will ever find them with a search. It is possible that the site is not correctly programmed (for example, sites in flash or with excessive or improper use of ajax dynamic loading techniques) or that for some oversights pages are excluded from search engines through robots.txt file

There are a lot less pages indexed than your website. In this case it is possible that there are the same errors highlighted in the previous point but maybe limited to a smaller set of pages. Another possibility is that Google considers some pages as duplicates of others; in this case they are not proposed as search results.

There is a fairly large number of pages indexed to the pages of the site. There is a much larger number of pages on the site pages. This may seem strange, however it is a fairly common problem. Probably non-relevant pages, such as dynamic pages like the ecommerce shopping cart are indexed or there is a large number of duplicate pages (that is, the same content that appears on multiple pages).

With a large number of useless pages for search purposes Google can downgrade the value of the site as a whole so even important pages are penalised.