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Black Hat SEO used to be legitimate SEO techniques. Black Hat SEO or Black hat search engine optimization is normally defined as the methods or techniques that are being used in order to rank higher on different search engines using prohibited tactics and ways. This is considered as unethical SEO. White Hat SEO methods are the approved, natural ways of building traffic to your website which are well document in The Google Webmaster Guidelines. These techniques often make for a pleasant user experience, and more importantly, they follow the rules and regulation of search engines. For example, a Web site that is SEO optimized, yet focuses on relevancy and organic ranking is considered to be optimized using White Hat SEO practices.