White hat SEO refers to those who practice fair SEO practices abiding by the rules and guidelines set forth by search engines and online directories. Black Hat SEO refers to those who find short cuts and otherwise find ways to cheat the system. While Black Hat Techniques will get you to the top of the search engines quicker, it can and will get you either sandboxed or blacklisted by search engines! Make sure your SEO person uses White Hat Techniques or you will find yourself dropped from the search results, maybe even for good!
