If the different techniques used by the webmaster to achieve the objective conform to ethical and normative parameters of search engines it is called White Hat, and if not, it is defined as Black Hat

White Hat SEO: When we talk about White Hat SEO, they are strategies that use ethical methods with 'quality content' created, which provides added value to the user and, contains relevant keywords in addition to collaborations with opinion experts or influencers. Ads are also included to help promote a website.

The most used technique for White Hat SEO is On-Page SEO which means the compliance of the website with a set of standards that make it easier for the search engine algorithm to track, index and classify semantically.

Black Hat SEO: Black Hat is a strategy that seeks immediacy in results and uses techniques that challenge the rules and guidelines of search engines. SPAM in forums or blogs, hidden texts, paid links, disorder and nonsense keywords but that quickly monetize and break navigation of the user with constant links that are not related to the content are some examples. Although these techniques can be effective in the short term, they can be penalized in the long run and be banned from the search engine, which would have a negative effect on sales and brand recognition.

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