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Affiliate Marketing: increase commissions for links.Search Engine Optimization (SEO): gain higher rankings on search engine results.

Finally, pornographic websites commonly use such strategies to bring in extra traffic for them, reputation is not much of an issue. Additionally, some firms might become involved in black hat marketing without realizing it, if they contract their marketing out to an Internet marketing firm or SEO company that uses such tactics. While established companies interested in protecting their reputations may avoid black hat marketing practices, smaller and newer firms-including the Internet equivalent of “fly-by-night” businesses-may use it to get quick results or to establish a presence in the market. Black hat marketers may regard their strategies as simply “part of the game,” but playing this game can have dire consequences-from the negative responses of other businesses (such as Google refusing to do business with you) to significant government fines. Black hats promise immediate results, and often obtain them however, such results can cost a business its reputation. In contrast to ethical “white hat” strategies, black hat strategies use deception and manipulation to accomplish their objectives (See also Ethical Marketing). Black hat marketing is the use of unethical (and sometimes, but not always, illegal) strategies to promote online business. What you did was entrust your Internet marketing to a “black hat” marketer. A week later, Google bans your website from its search results entirely, citing unethical web practices. It’s almost too good to be true!Īnd, in fact, it is. A week later, you discover that your company website is already showing up on the first page of Google’s search results. As a newcomer in the field, you entrust your Internet marketing efforts to a firm that promises immediate results in online traffic. Imagine that you’ve just started a new company, and you’re looking to the Internet to grow your business. How can a marketing school help you fight Black Hat marketing?.How can White Hat strategies compete with Black Hat strategies?.What kinds of strategies count as Black Hat?.