Have you been alarmed at how quickly your sites are disappearing off page one in Google?
Google has a set of rules and guidelines, these rules are not specifically designed to assess intent, they focus on content and optimization techniques. Pages that are misinterpreted as using ‘paid linking’ etc. are perceived as offending sites and are consequently penalised – leading them to lose their ranking.
Google’s quest for good content has lead it to focus on linking – where third parties create content and excessive linking to other sites. ‘Old School’ techniques like creating ‘landing pages’ – the process of creating keyword / links pages on sites are penalised by Google and are perceived as to be showing an intent to deceive eg trying to manipulate their search results.
There is no need to be subversive if the content of your pages are good – you have no need to use illegal methods.
A black hat is often a term to describe a villain or bad guy, this metaphor is visualised in western movies where the ‘baddie’ wears a black hat in contrast to the hero’s white hat. The phrase is used in computing slang, where it refers to a hackers or the ‘dark arts’ of search engine optimisation (also called spamdexing). Using black hat tricks in optimization of sites will result in getting your website blacklisted by the major search engines and will inevitably lead to your website bring un-indexed.