White-Hat SEO: How to Improve Your Rankings Without Displeasing Google

a business owner checking their Google SERP rankings

There are many ways to rank high on Google SERPs. While some businesses use white-hat SEO strategies (practices that search engines recommend), others resort to black-hat SEO practices (practices that break search engine rules). The latter isn’t just frowned upon by Google. In fact, it can get you in serious trouble.

When you use black-hat SEO practices like keyword stuffing, content duplication, content cloaking, comment spamming, link buying, and the like, you’ll potentially get penalised. While these practices may sound like they’ll get your website on the top SERPs, they’ll end up doing more harm than good.

Black-hat SEO techniques are unethical and illegal. If you want to improve your SERP rankings in 2023, turn to white-hat SEO practices that are recommended by Google. Simply put, Google loves these practices. They don’t break the rules and, most importantly, they don’t mislead web users.

In this blog, we’ll offer a closer look at five white-hat SEO strategies that will boost your rankings without displeasing Google. Let’s begin!

1. Use High-Ranking Keywords(in Moderation)

an SEO team working on a keyword research plan

Keywords can make or break your content. Instead of mindlessly stuffing your content with keywords, use them strategically. Keywords help the Googlebot understand what your content is about. They also help users find relevant information and enjoy a smoother user experience. When you use relevant, high-ranking, and intent-specific keywords, you’ll give your content a generous bump on Google SERPs.

Start by running comprehensive keyword research. Collect high-volume keywords for your industry. We recommend researching new keywords for every piece of content you write. This is a great way to elevate your SERP performance and satisfy user intent. Using the right types of keywords is also extremely important. Equip your content with broad match, phrase match, exact match, LSI, and navigational keywords.

Recommended Read: What is E-E-A-T & Why Is It So Important for SEO in 2023?

2. Use Internal and External Links (in Moderation)

High-quality internal and external links will help your content appear more refined. Google has a razor-sharp focus on providing a superior browsing and shopping experience to web users. If your content is supplemented with high-quality internal and external links that satisfy the entirety of user intent, Google will consider this a win.

Google ultimately wants web users to get all their answers questioned. Let’s say a web user starts reading a blog about Facebook marketing strategies. Halfway through, the blog mentions the importance of using hashtags. If you provide an external link to a hashtag generator, your audience will have an enhanced reading experience. They’ll collect greater knowledge and leave with more questions answered than they expected.

This is an excellent way to inform your audience. As you take them from Point A to Point B, they’ll get a better understanding of the topic at hand.

Use relevant internal links and high-DA (domain authority) external links. Avoid stuffing links into your content mindlessly; this is a black-hat SEO practice. If you want to stay in the white-hat territory, use links in moderation.

3. Optimise On-Page Components

SEO experts optimising on-page content

On-page optimisation is your golden ticket to improving your rankings. The best part? This is a white-hat SEO practice that Google adores and actively encourages. Once you’ve checked keyword research and incorporation off the list, start optimising other on-page components.

Add optimised title tags, meta descriptions, and header tags to your content. We also recommend using filename and alt text for images. The URL should also include a high-ranking keyword (preferably the primary keyword).

4. Provide Value to Your Audience

Google doesn’t want web users to click on content, get disappointed, and abandon their search. If this started happening too frequently, Google would be forced to shut down. There’s a reason why this doesn’t happen often.

Google has an impressive system in place. Googlebots and human quality raters closely scan content to determine its value. If your content fails to provide value to your target audience, Google will relegate your content to lower SERPs. This will result in low traffic, poor conversions, and minimal business growth.

Turn things around by strictly focusing on quality. Your content should demonstrate expertise, experience, authoritativeness, and trustworthiness. Avoid fluff at all costs. Your content should be meaningful. If you fill pages just for the sake of it, your audience will head towards the nearest exit.

A high level of quality can only be maintained when adequate content research is performed. Dig deeper, bring new ideas to the table, and cover every facet of the topic. A value-added, engaging, and insightful blog will significantly improve your rankings and strengthen your brand identity. You’ll also develop a loyal audience base that keeps returning to your blog.

Recommended Read: What is Content Freshness & Why Is It So Important for Your Rankings?

5. Set Up a Google Business Profile

 a marketing team in the middle of setting up a Google Business Profile for a client

An updated Google Business Profile will give your rankings a generous boost and make your business easier to find. If you haven’t already claimed your business, do it today. Ensure NAP (name, address, and phone number) consistency.

We also recommend equipping your Google Business Profile with engaging posts and compelling media (images, videos, etc.). The more people know about your brand, the better. Google also uses this information to gauge the legitimacy of a business.

When your Google Business Profile is accurate, updated, and appealing, Google will recommend it to more web users on SERPs. You’ll get more calls, make bigger and better sales, and steer your business in the right direction.

Recommended Read: Local SEO Strategies You Should Use for Your Business

Rank High on Google SERPs with TocToc’s White-Hat SEO Plans

At TocToc, we want our clients to enjoy high Google SERP rankings without the risk of penalisation. If you want to earn the first few spots on Google SERPs, turn to actionable white-hat SEO strategies that do the trick for you.

At TocToc, we craft tailored white-hat SEO campaigns to help you earn more traffic, convert a wider audience, and grow your business. Explore our SEO services to get started!

We also provide content marketing, social media marketing, web design and development, email marketing, and app development services to clients across Canberra and Sydney. If you have any questions, feel free to reach out to us. Let’s help your business get back on track.

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Get in touch with us with your ideas and needs. We will come up with a web copywriting strategy that works for you.
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