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Black Hat is the obvious villainous practice of gaming the system by doing things to raise rankings that Google doesn’t want, and White Hat is just more subtle.
So by definition even the word Search Engine Optimization (SEO) means to “game” the Google search engines (and others) to get your valuable content ranked higher than it would be if left alone to the forces of the Web.
Google proved Adam right one month later (to the day) with the “Penguin release” that is a code name for the algorithm that decreased search engine rankings of companies who were using schemes to artificially increase their rankings.
Now Google seems to believe that if you promote content with social media it is more indicative of relevant content and less likely to be faked.
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