Black hat

Black hat
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Black hat refers to any technique that is disapproved or goes against Google Search Essentials (formerly Webmaster Guidelines) but could still improve ranking.

They are considered black hat, as even though they can work, frequent use of these tactics can result in a manual action or penalty that sees the website being banned from search results.

Examples of these negative tactics can include keyword stuffing, cloaking and the use of Private Blog Networks.

While white hat (a less frequently used term) involves looking at ways to improve UX, black hat relies on effectively manipulating Google’s algorithms in order to improve rankings. The dishonest tactics are designed to trick Google into thinking that the site provides more value than it does.

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