Recently, we published a guide on SEO for technical docs with the goal of helping documentation authors and project maintainers create docs so that end users can find what they’re looking for easier.

One developer asked me point blank after I mentioned our new guide, “Hasn’t Google closed most of the loopholes that sites use to rank better?”. I’ve heard this opinion from a few technologists before so I wasn’t too surprised. Moz.com, an authority on search engine optimization, makes a distinction between what they call black hat SEO and white hat SEO to differentiate between these “loopholes” and more useful site improvements that help SEO.