"WHITE HAT SEO" Not about Gaming Google

SEO isn’t about gaming Google. It’s simply about creating content that people want and that satisfies their search intent.Looking at SEO from this perspective can make it easier to understand and easier to execute white hat SEO techniques. By putting aside the spammy tactics of yesteryear, you can produce and publish customer-focused content without that scammy vibe.

#1: USE KEYWORD RESEARCH TO DISCOVER CONTENT DEMAND

A little keyword research can go a long way in helping you understand what your audience wants. Not only will you find topics that are frequently searched, you’re also likely to stumble on search language they are using that you might not have anticipated. One reason for this— your knowledge and expertise in your industry is deeper than theirs. The language you use is probably industry jargon that your audience doesn’t use. This is a great opportunity for you to find long tail keywords that your audience can understand, and create content that speaks to them.Creating content using language your customers use is as white hat as it comes. Forget stuffing your content with a single keyword over and over again. This is about meeting customers on their turf, speaking to them naturally and in terms they understand.

IN WHITE HAT -

• Choose to target keywords that are fairly popular. The ease of ranking for those keywords will depend on the competitive strength of your site. Be realistic in how high of a competition level you can take on and still get results.
• Include the target keywords in all the right places—URL, title tag, alt images, body content, etc.
• Use other keywords that are related to your target keyword within the body of your content.
• Use the target keyword in the anchor text of internal links to the new content.

IN BLACK HAT -

• Don’t — aim for quantity over quality. With all the searches Google receives every day, you can be certain its algorithms understand synonymous phrases. Instead of repeating the same keyword phrase as often as possible, use like-keywords to reinforce what your content is about.

#2: CREATE SEO CONTENT THAT ANSWERS THE SEARCH INTENT

You don’t need to be a technical genius to do SEO right. Like most marketing disciplines, a little bit of empathy for the user searching can go a long way to getting results in SEO.

Think from the perspective of the searcher.

• What are they looking for? 
• What are the problems they are seeking advice or solutions to?
• Are they looking for advice, or are they looking to buy something?

Search intent tends to fall into one of these categories:

• Learn something
• Find solution to a problem 
• Purchase something

When evaluating your list of keyword opportunities, think about whether a person searching That phrase is hoping to learn something, find a solution to a problem, or make a purchase.

The phrase they’ve entered reveals a lot about their intention.

When you create your SEO content be sure to give users what they are looking for. If they are looking for an educational “how to” article,don’t create content that pushes a sale.

IN WHITE HAT -

• Think of your content as a Q & A. The keyword query is the question. Your content is the answer. 
• Be a useful resource by giving the searcher what they want.
• Be clear in your title tag and meta description about what your content promises.

IN BLACK HAT

• Don’t— bait and switch the searcher with misleading click-bait titles. Your title should always tie directly to your content. If it doesn’t, the visitor is more likely to bounce, sending Google a signal that your content didn’t serve their search interest. As a result, Google will drop your position in the SERPs like a hot potato.

Source : Alexa e Book