White hat vs black hat SEO
"White hat SEO" refers to SEO techniques, best practices, and strategies that abide by search engine rule, its primary focus to provide more value to people.
"Ebony hat SEO" refers to techniques and strategies that endeavour to spam/fool search engines. While ebony hat SEO can work, it puts websites at tremendous risk of being penalised and/or de-indexed (abstracted from search results) and has ethical multiplicative insinuations.
Penalised websites have bankrupted businesses. It's just another reason to be very conscientious when culling an SEO expert or agency.
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