Number of techniques are used for search engine optimization, or SEO. One way to  cluster these techniques is with hat terminology: white hat SEO, grey hat SEO, and black hat SEO. White hat SEO is considered ethical or natural SEO, while black hat SEO is considered unethical SEO. Gray hat SEO walks the road between the white and black hats of search engine optimization.

 White hat SEO

White hat SEO is ethical or natural SEO. This is the techniques that search engines accept. White hat SEO techniques are beneficial for site visitors as well as for search engines. The aim of white hat SEO is to improve search engine result positions via methods that won't cause search engines to punish the site.

Successful white hat SEO is an ongoing process and slower than black hat SEO.

Examples of white hat SEO techniques

Content Related

 Researching relevant keywords, both short tail and long tail keywords
 Including keywords naturally in page titles, headings, link anchor text, other page content, and alt tags
 Adding original content regularly

Coding Related

Using correct HTML markup (for example, heading tags) so that search engines can identify headings and other types of content correctly
Making sure that each one the code is valid (or a minimum of won't stop search engine bots)
Creating sitemaps so that every page is linked to and search engine crawler can easily crawl every page

Linking Related

Creating fresh content that other people will want to link to
Asking to have good quality or high PR directories and other relevant websites link to the site
Optimizing pages for social media in the hopes of attracting social media links
Composing link exchanges with relevant sites (considered by some to be gray hat SEO)

Black hat SEO

Black hat SEO is a techniques that are not acceptable to search engines to boost a page's position in search results. These techniques are supposed to trick search engines into giving pages higher positions in search results, and they have no benefit to site visitors. The goal is to enhance search engine result positions.

Reason to why use Black hat SEO ?

They work - until search engines find out about them and they don't work.
 Some people don't understand that black hat SEO techniques can get their sites penalized by or banned from search engines.

Examples of black hat SEO techniques

Content Related

Keyword stuffing
Overusing keywords in comment tags, alt tags, and meta tags
Placing keywords in hidden text (hidden from people, that is) by creating their font color the same color as the page background

Overusing keywords in visible text, to the purpose wherever their repetition is clear to readers

Deceptive content

Doorway or gateway pages: pages that are stuffed with keywords but that only search engines see because people are redirected to the page with the real content
Cloaking: displaying different content to search engines than to people by identifying visitors via IP or via other methods


Link farms: pages with unrelated links exclusively for the aim of making additional links to to target pages
Spamming forums, blogs, and other social media sites with links (search engines maybe not punish sites for this, but it's considered unethical)

Gray hat SEO

Gray hat SEO is a techniques that take more risks than white hat SEO techniques however are not seemingly to urge your website prohibited  from search engines (although a search engine penality could result).

Examples of gray hat SEO techniques

Content Related

Having a keyword density that's high enough to sound unnatural but not at the level of black hat keyword stuffing
Publishing duplicate content at different sites

Links Related
Link building where relevance is less important
Planned three-way linking
Using paid links


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