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White Hat Vs Black Hat As with any other business practice, Search Engine Optimization can be performed within or without the boundaries of accepted business ethics. White hat SEO is optimization that follows the guidelines set forth by search engines. Black hat SEO intentionally undermines these guidelines. How to increase link popularity There is a term used in the optimisation industry- “content is king”. This is very true. SE’s (Search engines) love content, especially regularly updated content. With this in mind, you must remember that “links are queen”. What is SEO SEO- Search Engine Optimisation. Over the last ten years SE's (Search Engines) have become an ever increasing important factor in business promotion. The four major SE's generate in excess of 700 million search queries a day, an outstanding fact that really emphasises the importance of utilising the potential reach of the Search Engine.