As the shades of the sorts of site design improvement recommend, there are stark contrasts in the approach and long haul consequences of white cap and dark cap site improvement. Despite the fact that the two sorts of SEO have their defenders, most organizations/sites with long haul, stable, and feasible objectives will tend to avoid the dim shaded assortment.

White Hat SEO Black Hat SEO
Definition White hat SEO utilizes techniques and methods to improve the search engine rankings of a website which don’t run afoul of search engine (mainly Google) guidelines. Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Such techniques and methods are in direct conflict with search engine guidelines.
Wholesomeness Level High Very Low (not wholesome at all if you ask those in charge of cleaning search engine result page spam)
Techniques Some white hat SEO techniques include: high quality content development, website HTML optimization and restructuring, link acquisition campaigns supported by high quality content and manual research and outreach. Some black hat SEO techniques include: link spam, keyword stuffing, cloaking, hidden text, and hidden links.
What to Expect Steady, gradual, but lasting growth in rankings. Quick, unpredictable, and short-lasting growth in rankings.

The work of most search engine optimization companies, however, operate in a gray area, aptly named Gray Hat search engine optimization. Whether by design or pressure from clients to deliver results, many search engine optimization companies try to deliver solutions and results for customers by utilizing techniques which don’t quite cross the line into black hat SEO, but are well outside of what would be considered white hat search engine optimization.

Gray hat search engine optimization is recognizable by ‘affordable’ pricing, since the search engine optimization company has to reduce cost by resorting to questionable techniques in order to deliver results, instead of highly involved campaign activities.

In the end there is really no ‘right’ or ‘wrong’ way to do search engine optimization, but those shopping for SEO services should be aware of the different types and approaches so that they know the level of risk they are taking on.