White hat methods are generally approved by search engines and follow their guidelines. Even though white hats won't always show results
in short period of time, they tend to build results that rank a long time, whereas black hats foretell that their sites may eventually be banned either temporarily or permanently once the search engines find what they are doing. Some of the Blackhat Marketing
tactics include: keyword stuffing, hidden text and links,
doorway and cloaked pages, link farming and blog comment spam. White hat marketing applies the white hat SEO techniques, also known as ethical SEO. The white hat marketing implies that all SEO activities are carried out while conforming to the guidelines, rules and policies of search engines. It is an ethical guideline since all site managers abide to the written, as well as unwritten rules and guidelines for SEO.
The process involves a search engine spider downloading a page and storing it on the search engine's own server, where a second program, known as an indexer, extracts various information about the website, such as the words it contains and where these are located, as well as any weight for specific words, and all links the website contains, which are then placed into a scheduler for crawling at a later date. Site owners started to be the value of having their sites highly ranked and visible in search engine results, creating an chance for both white hat and black hat SEO practitioners. By relying so much on factors such as keyword density which were entirely within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to alter to check their results pages showed the most applicable search results, rather than orthogonal websites stuffed with many keywords by scrupulous webmasters. Since the success and quality of a search engine is obstinate by its inability to bring on the most relevant results to any given search, allowing those results to be faithlessly would turn users to find other search sources. Search engines responded by nonindustrial more complex ranking algorithms, taking into account extra factors that were more difficult for webmasters to manipulate.
Some of these guidelines are: Black hat marketing
involves SEO activities that are against the norms of search engines. It is tough for the search engine alone to distinguish when black hat SEO is applied. Competitors can play a role by reporting cases of black hat marketing to the search engines, who will in turn ban or penalise the page. Despite the risk of ban, marketers still can go for black hat marketing because it helps in boosting up the page location in the search results. Search engine optimization (SEO) is the process of improving the salience of a site in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.