As a website owner or marketer, you have probably been contacted by firms that promise to get your site to the top of the search engine rankings in under a week. Maybe you’ve been tempted to try them.
But beware. In the realm of search engine optimization, the age-old saying applies: if it sounds too good to be true, it probably is.
There are many ethical techniques you can use to improve your website so that it ranks well in the search engines; a sound search engine optimization strategy is otherwise known as ‘white hat’ SEO.
For now, we’ll focus on the alternative.
Loosely defined, ‘black hat’ SEO refers to devious methods used to gain rank popularity, like link farming, invisible text, and keyword stuffing. Sounds nasty. And it is. Any gains you make in the short run will inevitably be eclipsed by the losses you’ll suffer in the long run.
Unfortunately, many site owners are unconcerned about their site getting penalized or banned. They often will acquire a new domain name and start the unethical process all over again.
Some SEO firms don’t seem to see any ethical distinctions either. So stick with tried and trusted SEO techniques, and build a website that is going to stay around for the long run.
Kristina Smith is an Associate Writer with Single Entry Point Marketing. She brings 9 years of experience in online marketing, brand building, and copywriting, specializing in the advertising, publishing, and travel industries. She spends her free time 
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