| Black Hat SEO | vs | White Hat SEO |
| Auto-generated spun and low quality content. Usually uses click-bait to get traffic but the content is never useful to users. Content is stuffed with keywords for sake of ranking on search engines. | Content | High quality, readable, and content is relevant to searchers queries. Keywords and their synonyms/LSI keywords are used as long as they are useful to the website user. |
| Uses hidden texts and hidden links, cloaking i.e. sneaky redirects to trick the search engines into ranking them. | Search Engines | Does not violate the search engine webmaster guidelines. |
| Unsecured websites vulnerable to malware. Website usually full off pop-ups, interstitial ads and aggressive linking to affiliate products. Websites usually slow due to flash content and ads. | Customer Experience (UX) | Website is secured, mobile-friendly and fast loading. Adverts are kept to a minimum and non-intrusive. |
| Uses PBNs (Private Blog Networks) and link schemes to generate backlinks. Usually involves buying Backlinks. | Backlinks | Backlinks are earned i.e. Editorial backlinks. Focus is on building long-term relationships. |
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