Just as every other marketing plan has rules to be followed, SEO also comes with a set of rules that are essential to follow for everyone. If the online marketing service firms follow the determined rules, their clients are guaranteed to experience success and higher ranking on search engines. However, if these firms choose to neglect the rules, it can result in serious repercussions for the client’s business.

Black Hat vs. White Hat

There are black hat and white hat applications in the SEO realm. White hat applications are those that do not use misleading and dishonest means to enhance website ranking on search engines. Black hat applications on the other hand are those that do not follow the SEO rules and use deceptive means to boost website ranking.

JCPenny, a major retail outlet, made use of black hat techniques to increase web page ranking by using paid links. The technique worked because back links form an important part of the website’s ranking on major search engines. If your website has many other websites linking back to your webpage, it will automatically mean a higher ranking for you. However, adding paid links on the website is definitely not allowed by Google.

Affect on the Business

Although, it seems to be harmless, however, when discovered, black hat techniques may result in reduced ranking on specified keywords for that website.

Therefore, while choosing an SEO firm, it is extremely important to hire a reputable firm.