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Black hat Search Engine Optimisation has long had a bad name. Its use of underhand tactics to shift websites higher up the search engine ladder was a cause of frustration for companies and white hat SEO practitioners alike. But more recently it’s also been shown to be an unwise choice for companies, even if they don’t have much of a conscience about using it. Thanks to Google’s domination of search engines, and reporting from rival companies, black hat SEO is likely to cause more harm than good to anyone that uses it.