8. White Hat Versus Black Hat SEO

It is tempting to tell the story of white hat and black hat SEO in the same way one would tell a fairytale, with a good side and an evil side. White hat SEO would be the pure-hearted hero and black hat SEO would be the dark villain. But because this is a business book, it’s important to stay realistic. White hat SEO is, simply, the SEO tactics that will cause Google to send more traffic to your website, and black hat SEO is the tactics that will cause Google to limit the traffic it sends to your website. There are no ethical or legal considerations in this discussion because we’re speaking in the context of Google’s made-up rules. However, being that Google is probably the biggest single driver of commerce in ...

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