1. White Hat SEO: An Honest Investment

2. Black Hat vs. White Hat
Black Hat SEO: refers to the use of aggressive SEO strategies, techniques and tactics that focus only
on search engines and not a human audience, and usually does not obey search engines rules. Some
examples of Black Hat SEO techniques include keyword stuffing, invisible text and doorway pages.
White Hat SEO: White Hat SEO refers to the usage of SEO strategies, techniques and tactics that
focus on a human audience opposed to search engines and completely follows search engine rules and
policies. For example, a Web site that is SEO optimized, yet focuses on relevancy and organic ranking is
considered to be optimized using White Hat SEO practices. Some examples of White Hat SEO techniques
include using keywords and keyword analysis, backlinking, link building to improve link popularity, and
writing content for human readers.
http://www.webopedia.com/TERM/W/White_Hat_SEO.html
http://www.webopedia.com/TERM/B/Black_Hat_SEO.html

3. Black Hat SEO
Goal: To rank websites higher in search rankings at an abnormally faster rate in an
unethical manner. Speed ranking.
Why: Black Hat SEO is more frequently used by those who are looking for a
QUICK financial return on their Web site, rather than a long-term investment on
their Web site. It’s also what has given SEO a bad reputation.
Result: Site is eventually banned, penalized, or de-indexed. Most Black Hatters
are in for the quick buck and don’t care if it gets banned with no regard to the
success of the client or website.
Common Sayings: Top 10 Rankings in less than 3 Months.
Promised rankings. Guaranteeing results.
Black Hat SEO is actually what is more commonly
discussed as SEO & accidently done by companies.

4. White Hat SEO
Goal: To rank websites in search rankings at a natural rate in an ethical manner.
Why: Lower risk for a long term investment. Lower probability of getting penalized
or de-indexed. Consideration for the client’s investment and care for the success of
the website.
Result: A long term investment is established that lasts longer. Strong foundation
that withstands any of the algorithm updates or “weather” from Google. HIGH ROI
Common Sayings: It takes time. It’s a marathon not a sprint, but it’s worth it in the
end. Results usually take 6 months or longer. It’s more about
the traffic than the rankings.
Note: It is very time consuming and difficult for a company to do
White HAT SEO. Requires a lot of continuing education.
Blogging 2x/week or adding a site title is a small part of SEO.

5. How White Hat SEO Works
Efficiency:
• Analysis of current portfolio.
• Balance of campaign. All websites are not created equal.
• Dispersing of natural back links over time.
• Establishing trust.
Quality:
• No spam
• Relevancy (purpose driven links).
• Selective linking
• Real posting, article writing, and commenting.
Diversification:
• Avoiding over optimization
• Brand awareness

6. SEO: What’s In It For You?
Longevity:
• Websites that have white hat SEO backlinks have sustainable rankings and
don’t typically get penalized. Rankings fluctuate, but never disappear. Although
we can’t make guarantees as Google updates often.
Investment:
• Quality traffic with higher conversion rates.
• Your potential clients or customers are now finding you.
• Brand establishment with increase in reputation.
Trust:
• With sustainable traffic, Google will put more trust in your
web presence and reward you for it.
• Credibility

7. What to Take Away
 White Hat SEO is a long term investment that defines your visibility on the search engines.
Do you want your website to be head of Main Street or in the desert?
 SEO is more about the long term gain in website traffic than the rankings. Rankings
fluctuate often. If you are seeing a gain in organic traffic and leads
(patients, clients, customers) over the term of your investment, then it’s a good
investment.
 SEO drives traffic to the website, but the quality of your website is what determines if they
are converting customers.
 We cannot make guarantees on specific rankings for specific keywords, but we will work
hard to achieve our goals as long you have us do so.
 Always ask “How Did You Find Us?”

8. What Clients Have Said
“We went from 25 Cleanings/Week to 125 Cleanings/Week from Ranking on Google”
– Angel Maids
“50% of My Business Has Come from Internet Search.” – Rob H. during BNI Testimonial
“30% of our business comes from the internet. That’s about 15 new patients per month”
- Theresa @ Dr. Smithson’s Office
“We received 31 phone calls the day after a storm.” - Adam Perkins of AE Roofing
“I closed a $12,000 deal from being ranked on the internet.” - Me
“We went from 400 heads in a weekend for brunch to over 1,000 from
getting more traffic for brunch restaurant in Nashville.
- Southside Grill