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Website entrepreneurs regarded the worth of the superior rating and visibility in search engine results,[six] creating an opportunity for equally white hat and black hat SEO practitioners. In accordance with market analyst Danny Sullivan, the phrase "search engine marketing" in all probability arrived into use in 1997.
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Business commentators have labeled these methods, and also the practitioners who utilize them, as possibly white hat Search engine optimisation, or black hat Search engine optimization.[forty seven] White hats tend to supply benefits that very last quite a while, While black hats anticipate that their internet sites might inevitably be banned either temporarily or completely once the search engines discover what they are carrying out.[forty eight]
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