What is the primary difference between 'white hat' and 'black hat' SEO techniques in online reputation management?

The primary difference between 'white hat' and 'black hat' SEO techniques in online reputation management is that white hat SEO adheres to search engine guidelines and focuses on providing value to users, while black hat SEO uses deceptive or manipulative tactics to artificially inflate search engine rankings, often violating those guidelines. 'SEO', or Search Engine Optimization, is the practice of improving a website's visibility in search engine results pages (SERPs). In online reputation management, SEO is used to promote positive content and suppress negative content about a brand or individual. 'White hat SEO' involves ethical and sustainable techniques, such as creating high-quality content, optimizing website structure and user experience, and building natural backlinks from reputable sources. These techniques aim to improve a website's ranking by providing valuable information and a positive user experience. 'Black hat SEO', on the other hand, uses unethical and often illegal tactics, such as keyword stuffing, cloaking, link farming, and creating doorway pages, to manipulate search engine algorithms. These techniques may provide a short-term boost in rankings, but they can also result in penalties from search engines, including demotion or removal from search results. For example, creating a website with original, informative content about your brand and promoting it through social media is a white hat SEO technique. In contrast, creating hundreds of fake websites with spun content and linking them to your main website is a black hat SEO technique. While black hat SEO might offer quicker results, the risk of being penalized and damaging your online reputation is significant.