White hat means following the search engines webmaster rules to the letter (or even pixel!). Nothing naughty, 100% chance of staying in the SERPs
Black hat means purposely breaking these rules to obtain higher rankings from a number of ways, the majority people have listed here.
What's wrong with this approach?
KEI (Keyword Effectiveness Index)
Google's toolbar PageRank
What can the right keywords do for me?
You'd be able to cherry-pick the keywords with the highest average search volumes, and lowest levels of optimized competition, then use those search phrases to write well-written compelling content that when linked to from other Web sites dominates the search engines and sends the lion's share of search traffic for those keywords straight to YOUR Web site.
Black hat means purposely breaking these rules to obtain higher rankings from a number of ways, the majority people have listed here.
What's wrong with this approach?
KEI (Keyword Effectiveness Index)
Google's toolbar PageRank
What can the right keywords do for me?
You'd be able to cherry-pick the keywords with the highest average search volumes, and lowest levels of optimized competition, then use those search phrases to write well-written compelling content that when linked to from other Web sites dominates the search engines and sends the lion's share of search traffic for those keywords straight to YOUR Web site.
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