{"id":159787,"date":"2023-05-22T20:55:47","date_gmt":"2023-05-23T01:55:47","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=159787"},"modified":"2024-07-09T09:33:21","modified_gmt":"2024-07-09T14:33:21","slug":"white-hat-seo","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/white-hat-seo\/","title":{"rendered":"White Hat SEO: How to Rank Without Breaking The&nbsp;Rules"},"content":{"rendered":"\n<div class=\"intro-txt\">Do you want to rank for competitive terms without worrying about potential Google penalties? Then go white&nbsp;hat.<\/div>\n\n\n\n<p>In this post, you\u2019ll learn what white hat SEO is, how it compares to black hat SEO, and how to implement white hat SEO tactics.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is white hat SEO?\" data-section=\"what-is-white-hat-seo\">\n\n\n\n<h2 class=\"wp-block-heading\">What is white hat&nbsp;SEO?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>White hat SEO refers to the use of SEO strategies, techniques, and tactics that are within search engine guidelines. Typically, this refers to <a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\">Google\u2019s Search Essentials guidelines<\/a>, since Google is the most popular search engine in the&nbsp;world.<\/p>\n\n\n\n<p>The focus of white hat SEO is the user. White hat SEOs prioritize users by providing relevant, high-quality content rather than content designed to \u201ctrick\u201d search engines.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is black hat SEO?\" data-section=\"what-is-black-hat-seo\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">What is black hat&nbsp;SEO?<\/h2>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>Black hat SEO refers to the use of strategies, techniques, and tactics that do not necessarily follow Google\u2019s guidelines. Its focus is on finding and exploiting algorithmic loopholes.<\/p>\n<p>\n\n<\/p>\n<p>Sometimes, these black hat tactics can be plain unethical\u2014we\u2019re talking about SEOs spamming competitors with malicious links, injecting other websites with malicious code, and&nbsp;more.<\/p>\n<p>\n\n<\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> The terms \u201cwhite hat\u201d and \u201cblack hat\u201d came about because old films in the Western genre used those hats to symbolize the contrast between good vs. evil. (White hats were worn by heroes and black hats by villains.) This then gave rise to the terms in computer hacking, which followed into SEO. They\u2019re not necessary the best terms. But we\u2019re using it here for now because there is no alternative in popular use.<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"White hat vs. black hat SEO\" data-section=\"white-hate-vs-black-hat-seo\">\n\n\n\n<h2 class=\"wp-block-heading\">White hat vs. black hat SEO: A comparison<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>You now know what white hat and black hat SEO mean. But what are the main differences? Here\u2019s a detailed comparison:<\/p>\n<ul>\n<li><strong>White hat SEO&nbsp;<\/strong>uses keyword research to understand what their customers are searching for so they can create relevant content. <strong>Black hat SEO<\/strong> uses keyword research to <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/keyword-stuffing\" data-ahr=\"https:\/\/ahrefs.com\/blog\/glossary\/keyword-stuffing\/\">stuff each page with the \u201cright\u201d keywords<\/a> so Google will think these pages are relevant.<\/li>\n<li><strong>White hat SEO<\/strong> focuses on creating helpful, high-quality content that matches users\u2019 search intent. <strong>Black hat SEO<\/strong> focuses on programmatically creating many (usually low-quality) pages in hopes of ranking for thousands of keywords on Google.<\/li>\n<li><strong>White hat SEO&nbsp;<\/strong>focuses on building backlinks that are within Google\u2019s guidelines. <strong>Black hat SEO<\/strong> typically focuses on <a href=\"https:\/\/ahrefs.com\/blog\/buy-backlinks\/\">buying backlinks<\/a>, which are against the guidelines.<\/li>\n<li><strong>White hat SEO<\/strong> focuses on building for the long term and achieving consistent results. <strong>Black hat SEO<\/strong> has a more short-term, \u201cchurn-and-burn\u201d mentality\u2014it\u2019s happy to get quick but unsustainable rewards in the short term, \u201cburn down\u201d the site, and build another one.<\/li>\n<li><strong>White hat SEO<\/strong> focuses on building a sustainable brand and reputation. <strong>Black hat SEO<\/strong> can be unethical and may damage a website\u2019s reputation.<\/li>\n<li>Since <strong>white hat SEO<\/strong> is within the guidelines, it\u2019s typically safe and carries less risk. <strong>Black hat SEO<\/strong> may help achieve quick, short-term improvements in rankings, but once the tactics are discovered by the search engines, they can be penalized heavily (including completely disappearing from the&nbsp;SERPs.)<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is white hat SEO important?\" data-section=\"why-is-white-hat-seo-important\">\n\n\n\n<h2 class=\"wp-block-heading\">Why is white hat SEO important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>There are three main reasons:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. White hat SEO helps build a long-term brand<\/h3>\n\n\n\n<p>Following the law confers no reward. But there are downsides in <strong>not <\/strong>following them, such as fines and imprisonment.<\/p>\n\n\n\n<p>The same goes for white hat SEO. Just because you\u2019re following Google\u2019s guidelines doesn\u2019t mean you\u2019re automatically guaranteed higher rankings. And unfortunately, in some niches (for example, payday loans), black hat SEO is the name of the&nbsp;game.&nbsp;<\/p>\n\n\n\n<p>But just like in the real world, not following the \u201crules\u201d always risks getting caught. In this case, it\u2019s not law enforcement but Google.&nbsp;<\/p>\n\n\n\n<p>If Google discovers you\u2019re using black hat tactics, it could penalize you. When that happens, you\u2019ll see traffic like&nbsp;this:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-177054\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/drastic-traffic-drop.png\" alt=\"Website penalized after black hat SEO tactics\" width=\"1554\" height=\"766\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/drastic-traffic-drop.png 1554w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/drastic-traffic-drop-680x335.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/drastic-traffic-drop-768x379.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/drastic-traffic-drop-1536x757.png 1536w\" sizes=\"auto, (max-width: 1554px) 100vw, 1554px\"><\/figure>\n\n\n\n<p>So, if your goal is to build a long-term brand and generate consistent traffic, you\u2019ll have to use white hat SEO tactics.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/websites-that-tried-to-fool-google\/\">10 Websites That Tried to Fool Google (And Failed)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/google-penalties\/\">Google Penalties: The Newbie-Friendly Guide<\/a>&nbsp;<\/li>\n\n\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2. White hat SEO is more cost effective to implement<\/h3>\n\n\n\n<p>With frequent <a href=\"https:\/\/ahrefs.com\/google-algorithm-updates\">Google algorithm updates<\/a>, low-cost spammy tactics like <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/keyword-stuffing\">keyword stuffing<\/a>, no longer work.&nbsp;<\/p>\n\n\n\n<p>So, if you want to pursue black hat SEO, you might opt for tactics like building a private blog network (PBN). But building a PBN correctly is expensive (e.g., buying expired domains, dedicated hosting, private Whois, etc.), technical, does not guarantee success, and can even result in penalization.<\/p>\n\n\n\n<p>In that case, you may as well invest that money, time, and effort into white hat SEO, which can <em>actually<\/em> bring long-term traffic and brand value, like our company:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-177055\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/ahrefs-traffic.png\" alt=\"Ahrefs search traffic\" width=\"1544\" height=\"754\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/ahrefs-traffic.png 1544w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/ahrefs-traffic-680x332.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/ahrefs-traffic-768x375.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/ahrefs-traffic-1536x750.png 1536w\" sizes=\"auto, (max-width: 1544px) 100vw, 1544px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. White hat SEO makes everyone\u2019s life better<\/h3>\n\n\n\n<p>Though you\u2019re an SEO, you\u2019re first and foremost a search engine user. You\u2019re probably Googling for things on a daily&nbsp;basis.<\/p>\n\n\n\n<p>So you may win as a black hat SEO if you successfully spammed Google SERPs, but you\u2019ll lose as a user if everything you search for only contains poor and irrelevant results.&nbsp;<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Black hat SEO tactics to avoid\" data-section=\"black-hat-seo-tactics-to-avoid\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\">Black hat SEO tactics to&nbsp;avoid<\/h2>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>One part of white hat SEO is knowing which tactics violate Google\u2019s guidelines (\u201cblack hat\u201d) so you can avoid them. Google has specifically stated these tactics are against their guidelines in their <a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\/spam-policies\">Spam Policies documentation<\/a>.&nbsp;<\/p>\n<p>You\u2019d want to shun these tactics:<\/p>\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/seo\/glossary\/cloaking\" data-ahr=\"https:\/\/ahrefs.com\/blog\/glossary\/cloaking\/\"><strong>Cloaking<\/strong><\/a> \u2014 Cloaking is a deceptive technique that presents different content or URLs to human users and search engines. Cloaked pages show one set of content to search engine crawlers for indexing purposes and a different set to users for engagement. For example, a site may show a page about travel destinations to Google but while showing the same page as a page for discount drugs for&nbsp;users.<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/seo\/glossary\/doorway-page\" data-ahr=\"https:\/\/ahrefs.com\/blog\/glossary\/doorway-page\/\"><strong>Doorway pages<\/strong><\/a> \u2014 Also known as a gateway page, doorway pages are webpages created to rank for specific keywords while sending visitors to a different page.<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/seo\/glossary\/keyword-stuffing\" data-ahr=\"https:\/\/ahrefs.com\/blog\/glossary\/keyword-stuffing\/\"><strong>Keyword stuffing<\/strong><\/a> \u2014 Keyword stuffing refers to the excessive use of a target keyword in on-page content with the intention of ranking for that keyword.<\/li>\n<li><strong>Hidden text and links<\/strong> \u2014 This is the act of placing text or links that\u2019s not visible to human users (but readable by search engine crawlers). Examples include white text on a white background, hiding text behind an image, and&nbsp;more.<\/li>\n<li><strong>Blog comment spam<\/strong> \u2014 This is where an SEO posts irrelevant comments on blog posts with the sole goal of getting a link back to their&nbsp;site.<\/li>\n<li><strong>Buying links<\/strong> \u2014 This refers to paying another website to link to your website. This \u2018payment\u2019 can refer not just to cash but also to&nbsp;goods and services.<\/li>\n<li><strong>Content scraping<\/strong> \u2014 This is when websites \u2018steal\u2019 content from other websites and use it as their&nbsp;own.<\/li>\n<li><strong>Thin affiliate pages<\/strong> \u2014 These are pages with <a href=\"https:\/\/ahrefs.com\/blog\/affiliate-marketing\/\">affiliate links<\/a> on which the product descriptions and reviews are copied directly from the original merchant without any original content or added&nbsp;value.<\/li>\n<li><strong>Expired domain abuse<\/strong> \u2014 This is where an expired domain is purchased for its authority and later used to manipulate search engine rankings by hosting irrelevant and spammy content.<\/li>\n<li><strong>Hacked content<\/strong> \u2014 This includes code injection (i.e. hackers gain access to your site and add malicious code), page injection (i.e. hackers gain access to your site and create new pages with spammy or malicious content), malicious redirects (i.e. hackers redirect your pages to spammy or malicious content), and&nbsp;more.<\/li>\n<li><strong>Scaled content<\/strong> \u2014 Using tools such as generative AI (e.g., ChatGPT) to mass-create low-quality pages with no value to&nbsp;users.<\/li>\n<\/ul>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/black-hat-seo-tactics\/\">6 Risky Black Hat SEO Tactics to Avoid (And Their White Hat Alternatives)<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Essential white hat SEO techniques\" data-section=\"white-hat-seo-techniques\">\n\n\n\n<h2 class=\"wp-block-heading\">Essential white hat SEO techniques<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>How do you get started with white hat SEO? Here are a few tactics you can&nbsp;use.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Do keyword research<\/h3>\n\n\n\n<p>One of the key best practices in <a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\">Google\u2019s Search Essentials<\/a> is to \u201cuse words that people would use to look for your content.\u201d<\/p>\n\n\n\n<p>You can find out what these words are by doing keyword research.<\/p>\n\n\n\n<p>Here\u2019s how to get started:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter one or a few relevant words or phrases<\/li>\n\n\n\n<li>Go to the <strong>Matching terms<\/strong> report<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-177058\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-10-08.png\" alt=\"Matching terms report in Keywords Explorer\" width=\"707\" height=\"580\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-10-08.png 1378w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-10-08-518x425.png 518w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-10-08-768x630.png 768w\" sizes=\"auto, (max-width: 707px) 100vw, 707px\"><\/figure>\n\n\n\n<p>Here, you can see nearly two million potential keywords you could target. If they\u2019re relevant, you want to rank for all of them. But you also likely have limited resources, so you should prioritize.<\/p>\n\n\n\n<p>We can narrow the list down by focusing on two metrics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Traffic Potential (TP)<\/strong> \u2013 Pages no longer just rank for one keyword. It can rank for many and get traffic from all of them. TP is the sum of organic traffic that the #1 ranking page for your target keyword receives from all the keywords that it ranks for. You\u2019d want this to be <strong>high.&nbsp;<\/strong><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/keyword-difficulty\/\"><strong>Keyword Difficulty (KD)<\/strong><\/a> \u2013 There are only so many spaces you can rank for on the first page of Google. As a result, SERPs can be <a href=\"https:\/\/ahrefs.com\/blog\/keyword-competitive-analysis\/\">competitive<\/a>. KD gives an estimation of how hard it is to rank in the top 10 organic search results for a keyword on a 100-point scale. You\u2019d want this to be <strong>low.<\/strong><\/li>\n<\/ol>\n\n\n\n<p>How high TP and how low KD should be depends on your website. But for this example, let\u2019s set them like&nbsp;so:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>TP &gt;&nbsp;500<\/li>\n\n\n\n<li>KD &lt;&nbsp;20<\/li>\n<\/ul>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-177059\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-11-48.png\" alt=\"Applying Traffic Potential and Keyword Difficulty filters in Keywords Explorer\" width=\"727\" height=\"429\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-11-48.png 1450w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-11-48-680x401.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-11-48-768x453.png 768w\" sizes=\"auto, (max-width: 727px) 100vw, 727px\"><\/p>\n\n\n\n\n\n<p>Look through the list and pick out relevant keywords.&nbsp;<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2. Create helpful, reliable, people-first content<\/h3>\n\n\n\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/essentials\">Google\u2019s Search Essentials<\/a> states that we should create helpful, reliable, and people-first content.<\/p>\n\n\n\n<p>But what does that mean in reality? Here are the steps you should take:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Align your content with search intent<\/h4>\n\n\n\n<p>Google wants to serve <a href=\"https:\/\/ahrefs.com\/blog\/relevant-content\/\">relevant content<\/a> to its users. A key aspect of relevance is whether searchers find the search results useful. In order for search results to be useful, Google needs to understand why searchers are looking for a query&nbsp;so it can serve the right results.&nbsp;<\/p>\n\n\n\n\n\n<p>This is known as search intent.&nbsp;<\/p>\n\n\n\n<p>If you want to rank high on Google, you need to figure out search intent. We can do this by <a href=\"https:\/\/ahrefs.com\/blog\/serp-analysis\/\">analyzing the SERPs<\/a> for the three&nbsp;Cs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 Are they blog posts, product pages, landing pages, or something else?<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 Are they tutorials, listicles, how-to guides, recipes, free tools, or something else?<\/li>\n\n\n\n<li><strong>Content angle<\/strong> \u2013 Is there a dominant selling point, like low prices or how easy it&nbsp;is?<\/li>\n<\/ul>\n\n\n\n<p>For example, let\u2019s say we\u2019re targeting the keyword \u201chow to save&nbsp;money.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-177060\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-13-11.png\" alt=\"SERP Overview for &quot;how to save money&quot;\" width=\"649\" height=\"835\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-13-11.png 908w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-13-11-330x425.png 330w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/2024-07-09_14-13-11-768x988.png 768w\" sizes=\"auto, (max-width: 649px) 100vw, 649px\"><\/figure>\n\n\n\n<p>If we analyze the SERPs for the three Cs, here\u2019s what we&nbsp;see:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content type<\/strong> \u2013 They\u2019re all blog&nbsp;posts.<\/li>\n\n\n\n<li><strong>Content format<\/strong> \u2013 Despite the \u201chow to\u201d modifier, people are actually looking for a list of ways to save&nbsp;money.<\/li>\n\n\n\n<li><strong>Content angle<\/strong> \u2013 There are a few angles here: \u201cproven,\u201d \u201csimple,\u201d \u201ceasy,\u201d and&nbsp;more.<\/li>\n<\/ul>\n\n\n\n<p>If we want to rank for this keyword, we likely have to create a <a href=\"https:\/\/ahrefs.com\/blog\/listicle\/\">listicle<\/a> of money-saving tips.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">What Is Search Intent? A Complete Guide for Beginners<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Cover the topic in&nbsp;full<\/h4>\n\n\n\n<p>The best result for a query covers everything searchers want to know. So, if there are subtopics that the top-ranking pages cover, you\u2019ll want to include them in your content too.<\/p>\n\n\n\n<p>Here\u2019s how to find these subtopics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Enter your keyword into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Scroll down to the <strong>SERP overview<\/strong><\/li>\n\n\n\n<li>Select three to five top-ranking articles (make sure they\u2019re similar)<\/li>\n\n\n\n<li>Click <strong>Open in<\/strong> and choose <strong>Content gap<\/strong><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1328\" height=\"984\" class=\"wp-image-159823\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image5-7.png\" alt=\"Using the feature &quot;Open in Content gap&quot; to find relevant subtopics, via Ahrefs' Keywords Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image5-7.png 1328w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image5-7-574x425.png 574w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image5-7-768x569.png 768w\" sizes=\"auto, (max-width: 1328px) 100vw, 1328px\"><\/figure>\n\n\n\n<p>In the <strong>Content gap<\/strong> report, click the <strong>Intersection<\/strong> dropdown and choose \u201c4, 5\u201d to see only the most relevant subtopics:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1096\" height=\"1260\" class=\"wp-image-159825\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image14-7.png\" alt=\"Content gap report results\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image14-7.png 1096w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image14-7-370x425.png 370w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image14-7-768x883.png 768w\" sizes=\"auto, (max-width: 1096px) 100vw, 1096px\"><\/figure>\n\n\n\n<p>If we\u2019re targeting the keyword \u201cinbound marketing,\u201d these subtopics can make great <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/header-tags\">H2s<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What is inbound marketing<\/li>\n\n\n\n<li>Inbound marketing strategies<\/li>\n\n\n\n<li>Inbound marketing examples<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Create something unique and original<\/h4>\n\n\n\n<p><a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\">Google\u2019s guide<\/a> on creating helpful content suggests asking these questions:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1122\" height=\"1240\" class=\"wp-image-159826\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image11-6.png\" alt=\"&quot;Content and quality&quot; questions from Google's Search Essentials\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image11-6.png 1122w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image11-6-385x425.png 385w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image11-6-768x849.png 768w\" sizes=\"auto, (max-width: 1122px) 100vw, 1122px\"><\/figure>\n\n\n\n<p>Simply put: Google wants you to create content that\u2019s unique and original.<\/p>\n\n\n\n<p>How do you do that? Here are a few ways you can stand out from the&nbsp;rest:<\/p>\n<ol>\n<li><strong>Experimentation \u2013&nbsp;<\/strong>Create new data that is proprietary to you. Run industry surveys, analyze data generated by your company or its products, or execute experiments.<\/li>\n<li><strong>Experience<\/strong> \u2013 Dirty your hands and get skin in the game. Add your personal experience or interview experts.<\/li>\n<li><strong>Effort<\/strong> \u2013 Go further than others and create content that\u2019s more than just words on a page. YouTube videos (or even a series), webcomics, books, free tools, quizzes, and illustrations all&nbsp;work.<\/li>\n<\/ol>\n\n\n\n<ol class=\"wp-block-list\"><\/ol>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/how-to-stand-out-from-ai-content\/\">How To Stand Out in an Ocean of AI Content<\/a><\/li>\n<\/ul>\n<p>\n\n<\/p>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Ensure content is created or reviewed by someone with expertise and experience<\/h4>\n\n\n\n<p>Google also aims to reward content that demonstrates E-E-A-T:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Experience<\/strong> \u2013 Firsthand or life experience in the&nbsp;topic.<\/li>\n\n\n\n<li><strong>Expertise<\/strong> \u2013 High level of knowledge or skill in a particular field.<\/li>\n\n\n\n<li><strong>Authoritativeness<\/strong> \u2013 Reputation, particularly among other experts and influencers in the industry.<\/li>\n\n\n\n<li><strong>Trustworthiness<\/strong> \u2013 Legitimacy, transparency, and accuracy of the website and its content.<\/li>\n<\/ul>\n\n\n\n<p>It sounds complex, but it\u2019s what you expect <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-great-content\/\">good content<\/a> to be. If you\u2019re reading something, you\u2019ll likely want it to come from someone with firsthand experience or expert knowledge. You don\u2019t want it to be from a writer who has regurgitated what\u2019s ranking.<\/p>\n\n\n\n<p>Demonstrating this can be as simple as actually using a product you\u2019re reviewing. Or having been to Milan if you\u2019re recommending the best places to&nbsp;visit.&nbsp;<\/p>\n\n\n\n<p>For example, most of our content is created by our marketing team, which consists of people with years of experience in the SEO industry. Like my colleague, <a href=\"https:\/\/ahrefs.com\/blog\/author\/chris-haines\/\">Chris Haines<\/a>, who has worked in SEO agencies for 10&nbsp;years.&nbsp;<\/p>\n\n\n\n<p>If you do not have the required experience or expertise, hire someone who has to create or review your content.&nbsp;<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">What Is E-A-T? Why It\u2019s Important for SEO<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">E-E-A-T Is the New E-A-T. What the New \u201cE\u201d Means for&nbsp;SEO<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Make sure your content is easy to&nbsp;read<\/h4>\n\n\n\n<p>Nobody wants to read a chunk of text. Your content should be readable for your&nbsp;users.<\/p>\n\n\n\n<p>I recommend following the ASMR formula:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Annotations<\/strong> \u2013 Use elements like sidenotes and blockquotes to break up the&nbsp;post.<\/li>\n\n\n\n<li><strong>Short sentences and paragraphs<\/strong> \u2013 Split long sentences into shorter ones.<\/li>\n\n\n\n<li><strong>Multimedia<\/strong> \u2013 Include videos, images, and GIFs to eliminate extra&nbsp;words.<\/li>\n\n\n\n<li><strong>Read your copy out loud<\/strong> \u2013 Highlight areas where the content doesn\u2019t flow smoothly.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Pay attention to on-page SEO<\/h3>\n\n\n\n<p>In Google\u2019s own&nbsp;words:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Use words that people would use to look for your content, and <strong>place those words in prominent locations on the page, such as the title and main heading of a page, and other descriptive locations such as alt text and link&nbsp;text.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>You\u2019ve done the first part via keyword research. Now, it\u2019s time to make doubly sure that Google can understand your content. To do this, you should:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Include your target keyword in the title, URL, <a href=\"https:\/\/ahrefs.com\/blog\/h1-tag\/\">H1<\/a>, subheaders, and intro paragraph<\/li>\n<li>Use <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/header-tags\" data-ahr=\"https:\/\/ahrefs.com\/blog\/glossary\/header-tags\/\">header tags<\/a> to structure your&nbsp;page<\/li>\n<li>Write compelling and engaging <a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">title tags<\/a> and <a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\">meta descriptions<\/a><\/li>\n<li>Add <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">internal links<\/a> to your page where relevant<\/li>\n<li>Add concise and accurate <a href=\"https:\/\/ahrefs.com\/blog\/alt-text\/\">alt text<\/a> to your images<\/li>\n\n\n<\/ul>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/seo\/on-page-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">On-Page SEO: How to Optimize for Robots and Readers<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">4. Provide a good user experience<\/h3>\n\n\n\n<p>Google wants to reward pages with a good user experience. It explicitly states this in its <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\">guide on creating helpful content<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"906\" height=\"488\" class=\"wp-image-159828\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image13-7.png\" alt=\"Google says to provide a great page experience for your visitors\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image13-7.png 906w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image13-7-680x366.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image13-7-768x414.png 768w\" sizes=\"auto, (max-width: 906px) 100vw, 906px\"><\/figure>\n\n\n\n<p>To provide a good user experience, you\u2019ll want&nbsp;to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use HTTPS<\/strong> \u2013 Encrypt your site with <a href=\"https:\/\/ahrefs.com\/blog\/what-is-https\/\">SSL\/TLS<\/a> and protect your readers\u2019 data.<\/li>\n\n\n\n<li><strong>Make sure your website is <\/strong><a href=\"https:\/\/ahrefs.com\/seo\/glossary\/mobile-first-indexing\" data-ahr=\"https:\/\/ahrefs.com\/blog\/glossary-mobile-first-indexing\/\"><strong>mobile-friendly<\/strong><\/a> \u2013 Most people search on mobile these days. Your website should work on all devices.<\/li>\n\n\n\n<li><strong>Ensure your pages load fast<\/strong> \u2013 Slow pages are a pain. Use a tool like <a href=\"https:\/\/ahrefs.com\/blog\/pagespeed-insights\/\">PageSpeed Insights<\/a> to check your pages\u2019 performance.<\/li>\n\n\n\n<li><strong>Avoid intrusive interstitials<\/strong> \u2013 Interstitials are full-screen ads that appear before a webpage\u2019s content is loaded. Nobody, including Google, likes&nbsp;them.<\/li>\n\n\n\n<li><strong>Improve your <\/strong><a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\"><strong>Core Web Vitals (CWV)<\/strong><\/a> \u2013 These are speed metrics that are part of Google\u2019s Page Experience signals used to measure user experience. They\u2019re not make-or-break for SEO, but improving them can help with better user experience.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. Use structured data<\/h3>\n\n\n\n<p>A major part of SEO is helping Google understand the content of your pages. You can provide explicit clues about the meaning of a page for Google by using structured data.<\/p>\n\n\n\n<p>Structured data is a standardized way to provide information about a webpage. It conforms to a particular format, which is universally recognized as <a href=\"https:\/\/schema.org\/\">schema markup<\/a>.&nbsp;<\/p>\n\n\n\n<p>For example, if I wanted to tell search engines my given name is \u201cSi Quan,\u201d I would have to use the <strong>givenName property<\/strong> and use it in its exact form in our&nbsp;code.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"662\" height=\"466\" class=\"wp-image-159829\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image7-6.png\" alt=\"Givenname schema.org property\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image7-6.png 662w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image7-6-604x425.png 604w\" sizes=\"auto, (max-width: 662px) 100vw, 662px\"><\/figure>\n\n\n\n<p>Learn more about how to implement schema markup in our guides below.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/structured-data\/\">What Is Structured Data? And Why Should You Implement It?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">What Is Schema Markup? How to Use It for SEO<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">6. Build high-quality links<\/h3>\n\n\n\n<p>Links are an important <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">Google ranking factor<\/a>. But <a href=\"https:\/\/ahrefs.com\/blog\/buy-backlinks\/\">buying backlinks<\/a> is against Google\u2019s guidelines:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"926\" height=\"836\" class=\"wp-image-159831\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-10.png\" alt=\"Google's guidelines for buying or selling links\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-10.png 926w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-10-471x425.png 471w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image1-10-768x693.png 768w\" sizes=\"auto, (max-width: 926px) 100vw, 926px\"><\/figure>\n\n\n\n<p>What should you do instead? Here are three ideas on how you can <a href=\"https:\/\/ahrefs.com\/blog\/white-hat-link-building-techniques\/\">acquire backlinks the white hat way<\/a>:<\/p>\n<h4 class=\"wp-block-heading\">Create link&nbsp;bait<\/h4>\n<p>\n\n<\/p>\n<p>There are many pages you\u2019d like links to. These are likely your \u201cmoney pages,\u201d e.g., product pages and landing pages. But nobody wants to link to them because they barely provide any value (unless they\u2019re recommending your product).<\/p>\n<p>\n\n<\/p>\n<p>So one way to build links to such pages is to use the <a href=\"https:\/\/www.youtube.com\/watch?v=433XlvMl508\">Middleman Method<\/a>:<\/p>\n<p>\n\n<\/p>\n<ol class=\"wp-block-list\">\n<li>Build links to a page that attracts backlinks, i.e., link&nbsp;bait<\/li>\n\n\n\n<li>Add internal links from the link bait to your important pages<\/li>\n<\/ol>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1902\" class=\"wp-image-159812\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/white-hat-seo.png\" alt=\"Illustration of the Middleman Method\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/white-hat-seo.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/white-hat-seo-358x425.png 358w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/white-hat-seo-768x913.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/white-hat-seo-1292x1536.png 1292w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<p>\n\n<\/p>\n<p>How do you find good link bait ideas? The best way is to piggyback off what\u2019s working for your competitors:<\/p>\n<p>\n\n<\/p>\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a><\/li>\n\n\n\n<li>Enter your competitor\u2019s domain<\/li>\n\n\n\n<li>Go to the <strong>Best by links<\/strong> report<\/li>\n<\/ol>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1704\" height=\"1592\" class=\"wp-image-159835\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-8.png\" alt=\"Using Best by links report to find link bait opportunities, via Ahrefs' Site Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-8.png 1704w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-8-455x425.png 455w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-8-768x718.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image4-8-1536x1435.png 1536w\" sizes=\"auto, (max-width: 1704px) 100vw, 1704px\"><\/figure>\n<p>\n\n<\/p>\n<p>Look through the list to see what kinds of formats and topics resonate with people in your niche. For example, we can clearly see that studies and statistics are popular in the SEO&nbsp;space:<\/p>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1336\" height=\"1394\" class=\"wp-image-159836\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image10-7.png\" alt=\"Data studies are popular in the SEO space\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image10-7.png 1336w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image10-7-407x425.png 407w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image10-7-768x801.png 768w\" sizes=\"auto, (max-width: 1336px) 100vw, 1336px\"><\/figure>\n<p>\n\n<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/link-bait\/\">What Is Link Bait? 7 Successful Examples<\/a> <\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Guest blogging<\/h4>\n\n\n\n<p>Guest blogging is when you create content for other websites. In the process, you\u2019ll usually be allowed to link back to your website.<\/p>\n\n\n\n<p>Here\u2019s how you can find potential guest blogging opportunities:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-explorer\">Content Explorer<\/a><\/li>\n\n\n\n<li>Set the dropdown to \u201cIn&nbsp;title\u201d<\/li>\n\n\n\n<li>Enter a relevant keyword<\/li>\n\n\n\n<li>Set these filters:&nbsp;<ol class=\"wp-block-list\">\n<li><strong>Language<\/strong> filter to English (or your target language)<\/li>\n\n\n\n<li><strong>Live\/broken<\/strong> filter to Only&nbsp;live<\/li>\n\n\n\n<li><strong>Filter explicit results<\/strong> to&nbsp;On<\/li>\n\n\n\n<li><strong>Domain Rating<\/strong> filter to 30\u201390<\/li>\n\n\n\n<li><strong>Website traffic <\/strong>filter to &gt;500<\/li>\n\n\n\n<li>Check <strong>One page per domain<\/strong><\/li>\n\n\n\n<li>Check <strong>Exclude homepages<\/strong><\/li>\n\n\n\n<li>Check <strong>Exclude subdomains<\/strong><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1340\" height=\"1098\" class=\"wp-image-159833\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image15-6.png\" alt=\"Using Ahrefs' Content Explorer to find guest blogging opportunities\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image15-6.png 1340w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image15-6-519x425.png 519w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/05\/image15-6-768x629.png 768w\" sizes=\"auto, (max-width: 1340px) 100vw, 1340px\"><\/figure>\n\n\n\n<p>Look through the results and pick out relevant sites you could guest write for. Find the right person\u2019s email and pitch&nbsp;them.&nbsp;<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/guest-blogging\/\">Guest Blogging for SEO: Everything You Need to&nbsp;Know<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n\n\n<h4 class=\"wp-block-heading\">Reactive PR<\/h4>\n<p>Reactive PR is where you react quickly to time-sensitive opportunities to earn links. The idea is simple: Sign up for services where journalists are looking for sources, then be one of the first few to respond. That way, when the journalist selects your quote, they\u2019ll link back to your&nbsp;site.<\/p>\n<p>In the past, it was common to use Help a Reporter Out (HARO). However, its parent company, Cision, has <a href=\"https:\/\/ahrefs.com\/blog\/rip-haro\/\">killed it<\/a> and wrapped it into a new product.&nbsp;<\/p>\n<p>Don\u2019t worry, however. There are still plenty of similar and free alternatives around, such&nbsp;as:<\/p>\n<ul>\n<li><a href=\"https:\/\/helpab2bwriter.com\/\">Help a B2B Writer<\/a><\/li>\n<li><a href=\"https:\/\/featured.com\/\">Featured<\/a><\/li>\n<li><a href=\"https:\/\/www.qwoted.com\/\">Qwoted<\/a><\/li>\n<li><a href=\"https:\/\/www.sourcebottle.com\/\">SourceBottle<\/a><\/li>\n<\/ul>\n\n\n\n<p>See more alternatives in our <a href=\"https:\/\/ahrefs.com\/blog\/haro-alternatives\/\">list of HARO alternatives<\/a>.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/haro-alternatives\/\">HARO: Is It Alternatives You\u2019re Looking For?<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>White hat SEO is about the right mindset: putting users first, creating useful content, and not spamming people.<\/p>\n\n\n\n<p>Some black hat SEOs may be able to get results in the short term, but white hat SEO is essential for long-term success.<\/p>\n\n\n\n<p>Remember, white hat SEO is a marathon, not a sprint.<\/p>\n\n\n\n<p>Any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this post, you\u2019ll learn what white hat SEO is, how it compares to black hat SEO, and how to implement white hat SEO tactics. White hat SEO refers to the use of SEO strategies, techniques, and tactics that are<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[339],"class_list":["post-159787","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>White Hat SEO: How to Rank Without Breaking The Rules<\/title>\n<meta name=\"description\" content=\"Discover what white hat SEO is, how it compares to black hat SEO, and how to implement a few white hat SEO tactics.\" \/>\n<meta name=\"robots\" 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