There are good and bad techniques when it comes to SEO. Google has gone a long way towards stamping out bad SEO practices but still, some exists. Those websites that hire companies to create SEO for them or those that choose to create their own should be aware of the common practices that are frowned upon by the search engines.
White hat SEO are techniques that involve creating quality content that answers search engine’s strict guidelines with no attempt at deceiving the crawlers or the visitors to the site. White hat SEO is quality content intended to provide information or entertainment for visitors. Secondary, but equally important, is the desire to make the site accessible to those visitors. There is no deception in the practices utilized by these websites.
Black hat SEO is when websites practice bad techniques that are designed to be deceptive or trick search engines. An example of black hat technique is using text that is hidden in some way. There are several ways to hide text in a page either by using an invisible text that is hidden in the background because of the color of it, or because it’s hidden in the margins or off the page where visitors cannot see it. Cloaking is another way that black hat SEO techniques are utilized to deceive. It involves switching pages based on who is visiting. One page is given to a real visitor, and another is given to a search engine.
Ask your SEO supplier whether they use automated link submission – if they do then avoid them. Automated link submission is exactly what Google is cracking down on and it is considered to be very black hat.
The key to the difference between white hat and black hat is the intent, and whether sites are trying to deceive. Those attempting to deceive with black hat methods can lose whatever site rankings they have. Sometimes a manual review of a site will be done by the search engine company. The sites can usually fix their sites and return to the search engine once they have proven to have changed them.