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The difference between black hat and white hat SEO relates to the specific techniques used when trying to improve the search engine ranking of a website or web page.
Search engine optimization or SEO is the process by which volume and quality of traffic to a web site can be improved. The higher ranked a site is higher on the search engine results pages (SERP), the more visitors the website naturally gets. Owing to the rising importance of search engines like Google, SEO is a much sought-after internet marketing strategy. Search engines determine their rankings through propreitary algorithms that are secret and closely guarded. However, these algorithms are based on certain well-known principles. Search engine optimization seeks to apply these principles to improve search ranking. The difference between black hat and white hat SEO relates to what techniques are used when applying these principles.
Black hat SEO refers to attempts to improve rankings in ways that are not approved by search engines and involve deception. They go against current search engine guidelines. White hat SEO refers to use of good practice methods to achieve high search engine rankings. They comply with search engine guidelines.