Without trying to create an involved presentation or a course on SEO marketing tactics; simply put; in search engine optimization (SEO) terminology, there is a huge difference in the use of “White Hat” vs. “Black Hat” optimization tactics, strategies, and techniques. As example, “White Hat” SEO focuses on what Google expects for SEO, including the use of human intelligence as opposed to relying on a computer program only as a SEO tactic.
Websites that are optimized for search engines, that focus on content relevancy and organic ranking is considered to be optimized using “White Hat” SEO practices. Examples include using keywords and keyword analysis, backlinking, link building and writing content for human consumption and understanding. “White Hat” SEO is more frequently used by those who intend to make a long-term investment on their website. “White Hat” SEO practices is also referred to as “Ethical SEO.” So, a properly built website features quality relevant content, semantic markup with separate content from the presentation, proper titles and meta data, keyword research that produces effective use of key words, and quality inbound links.
On the other hand, “Black Hat” tactics (also called spamdexing) refers to any attempt to redirect search results to particular target pages in a fashion or manner that is in violation of the spamming regulations. "Black Hat" SEO tactics include: keyword stuffing, hidden text and links, doorway and cloaked pages, link farming and blog comment spam.
"Cloaking" is also a "Black Hat" search engine optimization (SEO) technique in which the content presented to the search engine spider is different to that presented to the user's browser, with the purpose to deceive search engines so they display the page when it would not otherwise be displayed. "Cloaking" includes the doorway page technique and the Open Directory Project web directory. Keyword stuffing in the meta tags (or not being honest and concise in describing the content), as well as misuse of meta keywords (words that inform the main focus of the page), fake pages also called Doorway or Gateway pages are pages that are stuffed with a few keywords designed to decieve search engines and link farming (whose only purpose is to list links of unrelated websites) are all considered typical "Black Hat" tactics..
You are not required to understand all of this, just rest assured, Internet Revenue Specialists, uses ONLY "White Hat Tactics” in EVERYTHING we do for our clients.