A White Hat SEO (Search Engine Optimisation) is a legitimate way to push your site up the results pages. Black Hat SEO involves techniques that are deemed unethical.
In the past, people would use hidden text to trick search engines into thinking that words or phrases appeared on a site. Link farms, spam blog posts and keyword stuffing are other Black Hat techniques.
You can legitimately improve your site’s ranking by increasing the quality of its content, so it’s more useful and better written. Analyse your keywords with Google’s Keyword Planner, which helps you select keywords for your site and audience. Google Webmaster Tools can monitor your website and check that it’s healthy.
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for getting off-topic but I had to ask!
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