SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, commonly known as Industry commentators have classified these methods, and the practitioners who employ them, as either White Hat SEO, or Black Hat SEO.

Black Hat SEO vs White Hat SEO

White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.

An Search Engine Optimization technique is considered white hat if it conforms to the search engines’ guidelines and involves no deception. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose.

Black Hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines’ algorithms, or by a manual site review.

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