Different techniques have emerged since the birth of search engine optimization and website promotions. And these techniques are known as “Black Hat SEO” and “White Hat SEO”. Basically this two techniques works in attaining its goal of optimizing the site for higher organic traffic and/or search engine ranks with a different approach. White hat SEO is commonly known as an “ethical SEO”. It follows all the guidelines, terms, and conditions set forth by the search engines. On the other hand, Black Hat search engine optimization consists of techniques used to get higher search rankings that are illegal, unethical, or just in poor taste. A lot of what is known as black hat SEO actually used to be legit, but some folks went a bit overboard and now these techniques are officially bad news. Some of this includes keyword stuffing, invisible text and doorway pages. The question that most web marketer has in mind is “Which SEO techniques works better?” Both techniques do work, but because the White Hat approach focuses on avoiding risk, the chances for long-term success are much greater. This approach seeks to give search engines what they want, which is focused informational content and clean code, while avoiding anything that search engines have chosen to penalize.
Black Hat techniques can work and sometimes achieve very good short-term results. But because these methods disregard and violate search engine guidelines, the risk of a penalty or a complete removal from a search engine database is very high. Black Hat SEO techniques sometimes do work, but only works until you get caught. At that point you may see all of your efforts and marketing investment flushed away.
If the techniques you are using on your Web site, or someone else is applying to your Web site are identified as something that should be avoided in your site promotion and design, you may be guilty of wearing a black hat.