White hat SEO is the angelic version of optimization, that is, it employs only techniques as recommended – or at least, not barred – by search engines and their ever-changing guidelines. Typically, results in the form of more traffic and higher profits take anywhere from three months to a year. With this type of SEO, there is no fear of your site being banned by search engines.White hat SEO focuses on marketing and the text on a site, updating with keyword rich, informative articles that benefit their clients and build a solid following over time. Black hat SEO focuses on technology and IT tricks to get a ton of traffic right away.

Black hat SEO, on the other hand, is the impatient fraternal twin of white hat SEO. It utilizes techniques specifically banned by search engines like hidden text and hidden links. Some call this spam. Others call it business savvy. Whatever you call it, if the search engine gurus figure out your game then the gig is up and you're blackballed. That means that you could type the name of your company and your name and business address into the search box and your site still won't come up.

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