Be Careful Where You Hang Your Hat!
There is a vast body of knowledge that constitutes "search engine optimization." Some of it is good, kind and beneficial to both the website owner, the surfer and the Internet in general. This is referred to as organic optimization, and the person who does it is called a White Hat SEO.
On the other hand, those who will turn their hand to anything in order to get fast results, often hurt others in the process, and their own website nearly always suffers in the long run. These people are called Black Hats.
Examples of their activities include pay per click fraud, content "cloaking," which is hidden text and hidden links.
Source: Squidoo
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