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Since the advent of SEO, like any human-created system, many have found it challenging to play by the ethical rules. Thus, "black hat" and "white hat" SEO were born. Black hat refers to shady practices where businesses purchase links and engage in bot-scamming techniques, and white hat are all those standardized practices that develop increased rankings the old-fashioned way: by earning it.
It's a natural progression, then, that the ever-present desire to bend the rules as far as they can go without breaking would manifest a new SEO term, "gray hat." Many argue it's the best search engine game in town, while others say it doesn't even exist - there is no gray.
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