The phrases “white hat” and “black hat” are loaded guns, and we only use them because they’re so ubiquitous. The reality is, when you tell yourself you are a “white hat,” you can end up fooling yourself into thinking that your strategy will habitually work, and Google will not ever turn it back on you. Worse still, you can close your brain off to insights that spectacularly improve business results. Don’t misunderstand us. Ethics are vital. If you don’t currently realise why it’s wholeheartedly vital for SEO to be crystal clear and ethical in the years going forward, take a gaze at what we composed over at seek motor Journal. (Hint: the algorithm is only a very little part of why ethics matter.) But there’s a distinction between ethics and restrictive marks, and if you aren’t discovering anything from “black hats,” you’re probably missing some key insights, like these: 1. Testing is Always Better than Blind Faith Before you head directly to the comment section and ...