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Colours of the SEO "Hats"

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I have found  a site  that contained a quote that I agree with:  Search engine optimization is just a means to help distribute your message. Nothing more, nothing less. Calling search engine optimization unethical is similar to calling creating a website or printing a newspaper unethical. When I started in the Web Effectiveness role just over a year ago, the concept of white and black hat practices also became part of my consciousness. The Wikipedia article  on white vs. black hat also mentions the existence of grey hat techniques, which implies that instead of a dichotomy, there in fact exists a continuum of optimizing measures, where web pages can be boosted in SERP (search engine result page) rankings. This leads me to believe that there is no such thing as pure white or black practices in SEO, only shades of grey . Search engine ranking algorithms are not just multi-layered and complicated, but also ever changing. I would describe black hat practices as not so much ways to contr