The technique of manipulating search engine results pages (SERPs) for higher rankings by going beyond search engine guidelines is known as "black hat SEO." If marketers are discovered to be utilizing black hat SEO techniques, they risk having their metrics entirely disappear, getting penalized by Google, and losing their listings.
Hat in white Search engine optimization (SEO) refers to online marketing strategies that search engines approve of. Getting a website to rank higher in search engine results is the aim of an SEO, or search engine optimization, plan.