This is a subject that many new marketers get confused by when they start. Part of the reason is that black hat is the term that hackers get when they go hacking into websites, your back accounts or any other place you really don’t want them getting into. Black hat in SEO is a little different. Black hat in SEO only means that it is against Google’s best practice’s.
To be clear, there are many good White hat techniques that work great for getting traffic, rankings and attention of the customers you want. The main problem is that this requires a lot more effort than most people want to put into it. I have seen people hiring SEO’s to do “only white hat link building”. Sorry bub, but any link building you do is by definition black hat. It is amusing to see people cut and paste the requirements other people demand without even understanding what they are asking for.
One of the easiest things you can do to get imediate attention from people who you want to buy from you, or your target audience is to use Google Alerts. You can sign up for them at google.com/alerts What you can do with these alerts is set up keywords you are looking for, and when conversation on the internet happens you get an email. You can join in on the conversation, and have a chance to get people interested in your product, your website or whatever it is you do based on your helpfulness. I did a video on it a while back:
So that is an immediate way you can get traffic with white hat, but what about black hat? What black hat is good at is raising your site in the rankings in the short term. If done right you will have full control of the black hat methods you use so that when the white hat methods start supporting your traffic needs you will be able to remove them to avoid any future penalty. Black hat methods include building backlinks to other sites and having them link to yours, either with PBN’s or 2.0 sites. You can also do this by linking to other sites that already link to yours. There are quite a bit more ways to do black hat, but that’s for another write up.
The main point is that for most of us white hat or black hat is not going to meet all of our needs. Gray hat is where most SEO’s operate, doing the tight rope walk to rank a site and drive traffic, but not attract unwanted attention from Google. Interested in keeping out the bad black hat hackers from your site? Take a look at my website security tutorial I did.