Word of the Week: White hat
White hat: In the world of search engine optimization (SEO), there are ways to improve your ranking through sound planning and strategy, but there are also more nefarious ways of gaining an SEO advantage. The former is known as white hat SEO, while the latter is known as black hat. With white hat SEO, all tactics used are in line with the guidelines laid out by the search engines. The strategic use of keywords, meta tags, fresh content and linking are all employed under this method, and those who are patient are rewarded with great search rankings. Practitioners of black hat SEO often go against search engine guidelines. Tactics such as link farming and hiding irrelevant (but popular) keywords throughout your site will deliver instant gratitude in the form of high search rankings, but if you are caught, not only will your site suffer in the short term, but it could be banished from search results for years.