There are a variety of SEO tools that fall into one of two categories: white hat and black hat. White hat techniques are accepted, straightforward techniques aimed at drawing traffic to a site by specifying content to searches. Black hat SEO tools act to attract traffic but use underhanded and misleading methods.
Search Engine Optimization (SEO) allows a website owner to increase the visibility of their sight on a search engine's result page by taking advantage of a variety of seo tools. Usually, an SEO tool falls into one of two categories. They are either techniques that are accepted and recommended by search engines or techniques that interfere with the operation of the engine, known as spamdexing. These techniques are often described as white hat and black hat. White hat SEO tools have long lasting, reliable results that raise the priority of your website on a search results page. The benefit of black hat techniques is they usually include a free SEO tool or two but the results are much less stable and usually once sites employing black hat techniques are discovered, they are banned.
An SEO tool, or search engine positioning tool (as they are also known) is considered white hat if it conforms to the guidelines and regulations put in place by a search engine. Usually, these tools are straightforward and do not require fraudulent behaviour. White hat techniques are directed toward optimizing the content of the site in its relation to keywords and by making this site easily accessible by search engines. White hat techniques might also include some marketing tools like paid inclusion and pay per click programs. This type of advertising allows a website to appear as a sponsored link on a search engine page. They are usually located at the top or side of the page (depending on the cost) and would generally be one of the first links viewed by a potential customer. Web sites that employ white hat techniques are generally perceived as representing reputable companies and organizations that are trying to improve their profile in a legitimate and straightforward manner.
Sites that employ black hat techniques, on the other hand, are a thorn in the side of search engine developers. Website owners looking for a free SEO tool might decide to opt for these black hat techniques which are usually viewed as deceptive and are usually misleading to potential clients. Those sites that utilize black hat methods are usually less interested in providing content to surfers and more interested in drawing more traffic to their site. Black hat methods are commonly used by sites looking to sell advertising. Their main purpose is to attract web surfers to their site.