It has been the general practice to categorize SEO techniques into two different types - techniques that search engines find to be of good design and techniques that search engines consider not appropriate as they indulge in what is called spamming. Industry analysts label these methods and their practitioners as either white hat SEO, or black hat SEO. White hats produce healthy long lasting results whereas black hats jittery that their sites may be banned once the search engines detect what they are up to.

White hat techniques are those that adhere to the search engine guidelines and do not attempt to cheat. Despite the fact the search engine guidelines are a set of unwritten rules white hat takes no advantage. White hat primarily lays emphasis in creating content for users and not to exploit search engines. White Hat practitioners are ethical and practice values and rely more on the quality of content and marketing skills to achieve top ranking. White Hats realize that good search engine rankings takes time and avoid shortcut methods. White Hats have their rewards as they are able to get more inbound links from other websites, because their content is widely appreciated as valuable.

On the other hand, black hat unscrupulously uses ways and means not authorized by search engines to improve rankings. Black Hat SEO, more simply called as SEO spamming, is creating websites that have little or no worth, to trick the [search engines] into offering irrelevant or low-quality search results. Black Hat SEO can be likened to fly-by-night operators who are bent on getting instant results. The method they use to optimize their websites will no doubt get the website to the top of the search engines very rapidly, but when the search engines detects the foul methods, the website will crash or even get banned.

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