Ethical SEO or the White Hat SEO typically means using principled techniques, good quality website structure with morally clean data content. They are typical examples of White Hat SEO techniques. Some forms of content like press releases, quality news, blogs, product reviews are all part and parcel of ethical SEO.  

But search engine optimization also has its dark sides, popularly known as Black Hat SEO. Stuffing content with unnecessary repeated keywords, cloaking, hiding keywords in the same font color as the background color and using spam automated blog comments to gain more points and higher rankings in the search engines, all these tactics and techniques are generally known as Black hat SEO ways.  

While black hat can gloat over temporary wins, there is always danger of being discovered and banned. Powerful search engines like Google sooner or later detect black hat sites and ban them altogether.  

Search optimization through white hat may be slower to create effect, but it is the perfect and correct choice for websites. Rankings or positions obtained through white hat SEO are more liable to last longer and help you attract genuine traffic to your website.  

The term “white hat” is taken from classic western motion pictures, where good guys are seen wearing white colored hats. White hat SEO follows traditional guidelines that have been established by major search engines. Even the use of keywords and phrases in ethical SEO mean that the keywords that are naturally found in the body text. These key phrases are not written deliberately and repeatedly for search engine rankings.