Like any profession or service, SEO has certain ethics or rules that must be adhered to. Experts divide the SEO practice between White hat SEO and Black hat SEO.  White hat SEO professionals understand search engine algorithms, and comply with their guidelines to make your websites search engine friendly.  Black hat SEO professional understand the search engine algorithms, yet try to manipulate the search engine results with unauthorized techniques.

Although black hat SEO might get you immediate short term results, it is an extremely risky practice which may result in your website getting banned from search engines altogether.   White hat SEO practitioners wouldn’t have a problem discussing their techniques with search engine representatives.  They are the ones who will help you get top ranking results in an ethical way.

Search engines update their algorithms constantly in order to provide their users with the best, most targeted results. And don’t be fooled, their quality assurance team will hunt down websites with black hat SEO sooner or later.