White Hat SEO is optimizing your web pages in an ethical way so that they rank better in the search engines. Black Hat SEO is using tricky and unethical practices to try and get higher rankings. The search engine understandably doesn’t like Black Hat techniques. You may wonder what these comprise of. Here are some Black Hat techniques that you should avoid if you value your rankings: Cloaking: This is a technique that displays different content to the search engine and the visitors. This way they can add many keywords to what the search engines see. This may be unreadable to humans.. . .