We recently posted an article about Black, White and Grey Hat SEO. This is a fraught and complex subject, with Google sometimes portrayed (especially by itself) as the champion of content purity against manipulative SEO forces.

Pure White Hat SEO is like the Holy Grail, which historically has proved elusive to say the least! SEO is manipulative by its nature in much the same way as advertising is manipulative. It seeks to achieve results using a range of levers and techniques. 

Well, is that such a bad thing? As long as high web content standards are maintained and web user experience (UX) is not compromised, we shouldn’t condemn businesses for oiling the wheels of the search engines in their favour. In fact, used well and wisely, SEO can actually improve UX.

By Andrew Libra