There are two general terms of SEO techniques:
- Black Hat SEO
- White Hat SEO
White hat SEO is SEO that is “approved” by the search engines. This is classified into good design, using optimum, etc. These types of services tend to produce the results that last for weeks on end (and even longer!).
Black hat SEO is the exact opposite of white hat. The search engines do not approve of these tactics and will certainly remove your site or ban it from their indexing if discovered.
White hat tactics are named so if they conforms to the search engines’ guidelines and involves no deception. This is actually one of the key factors to note. Aside from following the rules and guidelines, white hat SEO is also about making sure that the content that a search engine indexes and ranks is the same content that a user will be able to access. White hat SEO is quite similar to web development that promotes accessibility, although the two are not identical.
Black hat SEO is a way of attempting to better rankings by deception and other tactics. One black hat technique involves using hidden text, (like colored text that is invisible to the reader). Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.
Search engines have various ways to punish black hats once they are discovered. These tactis include reducing rankings or eliminating them.
SEO that is “debatable” (not white hat nor black hat) is considered grey hat. A very good example of a grey hat tactic is purchasing links. This is a risky way of conducting SEO but not as obvious as other black hat tactics.
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