If you’re new the world of search engine optimization (SEO), you may ask, “Is there really a difference between ethical SEO and unethical SEO?”
Since the beginning of SEO we’ve divided SEO techniques into two camps: White Hat SEO (the good techniques) and Black Hat SEO (the bad techniques). Remember in old Western movies, the sheriff always wore a white hat and the bad guys always wore black hats? You get the picture.
White hat techniques are those that don’t try to trick the search engines (or the visitors) into believing your website is about a specific topic when it’s not.
While no one is 100% certain of the exact algorithms that search engines like Google use to rank your site, we’ve been able to do a fairly thorough dissection of search engine ranking results and have an educated guess about which techniques do work and which techniques don’t work. Along the way, that dissection has lead some people to figure out that they can trick the search engines into giving higher SEO rankings to sites that don’t deserve them.