White Hat SEO–No magic bullets
You want your site to rank highly and you want to be easily found for your keywords. There is no quick way to accomplish this. It happens with careful planning, dedicated work and focus. Provided all the technical details are attended to for your site, you can use your content to help your site rank more highly.
Google defines white hat SEO
Google authors a blog called “Inside Search.” On the blog they share the latest modifications and updates (to the extent that they can share them) regarding what you need to know about how their search algorithms work. The following excerpt is from their recent post. It makes it very clear what you must do in order to have a website that ranks well.
Search engine optimization includes things as simple as keyword research to ensure that the right words are on the page, not just industry jargon that normal people will never type.
“White hat” search engine optimizers often improve the usability of a site, help create great content, or make sites faster, which is good for both users and search engines. Good search engine optimization can also mean good marketing: thinking about creative ways to make a site more compelling, which can help with search engines as well as social media. The net result of making a great site is often greater awareness of that site on the web, which can translate into more people linking to or visiting a site.
The opposite of “white hat” SEO is something called “black hat webspam” we say “webspam” to distinguish it from email spam. In the pursuit of higher rankings or traffic, a few sites use techniques that don’t benefit users, where the intent is to look for shortcuts or loopholes that would rank pages higher than they deserve to be to be ranked. We see all sorts of webspam techniques every day, from keyword stuffing to link schemes that attempt to propel sites higher in rankings.
We want people doing white hat search engine optimization (or even no search engine optimization at all) to be free to focus on creating amazing, compelling web sites.
via Inside Search.
If your website is based on a content management system, let your customer needs research, product benefits and features and then keyword research guide you into the focus of your site–and into the development of a content marketing plan to drive inbound traffic to your site. Then using your research for what customers actually type, create categories based on the research, and a editorial calendar or schedule for adding content based on your categories. Regularly author content or curate content to add to your site’s blog categories. Plan to add at least two articles a week on these topics. You’ll soon find that your site will begin to rank for the terms you’ve selected, if you follow your plan.