black hat white hat

SEO Trivia: “Black hat, white hat”

“I coined the term “black hat, white hat” sometime around 2002. It was based on
something I noticed in cowboy movies when I was a kid. The good cowboys all wore white
hats and the bad guys wore black. I used it as an analogy for those online marketers who
stuck to Google’s guidelines (particularly around linking practices) and those who didn’t.”

– Mike Grehan in its Foreword for The Ultimate Guite to Link Building