The difference between black hat and white hat SEO is a difference in ethical tactics. Black hat SEO strategies are spammy and don’t really help your ratings in the long run. White hat SEO strategies give your website a more credible reputation but can take a long time to produce results. At INTOUCH MEDIA Group, we practice white hat SEO strategies. White hat strategies increase keyword rankings in the long run and promote sustainable growth. Black hat strategies provide an agency and its customers a bad reputation and block your ability to grow and improve their rankings once Google picks up on their spammy habits.
Search engine marketing (SEM) is the umbrella phrase that includes Search engine optimisation, Pay-per-click, along with other marketing tactics that include social media. Whilst SEO is the specific use of organic techniques which produce organic results, this is most trusted but is most effective when supported by other techniques and strategies