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Search engine optimization can be split into two groups, black hat and white hat. Black hat search engine optimization improves a website or webpage’s rankings via means that are disapproved of by search engines or that are completely deceptive. An example of a black hat technique is the use of hidden text, either text that is coloured the same as the background, or text that is positioned off-screen. Another black hat search engine optimization method is cloaking; the offering of a different page to the page requested by the search engine or human. You would never catch Shopify seo using these techniques!

White hat search engine optimization techniques conform to the search engines’ guidelines. The most fundamental characteristic of white hat SEO is that the content a search engine ranks and indexes is the same content that is displayed to the internet user. White hat methods therefore do not attempt to trick search engines but instead create content for users and then make that content easily accessible for the spiders. White hat SEO produces long-lasting results whereas black hat SEO usually leads to its sites being eventually banned.