Black hat versus white hat

Two industry professionals recently had a debate at SES Chicago, it has been reported, but were found to be in some agreement over the two search engine optimisation techniques, it has been reported.

Search Engine Watch notes that Dave Naylor - director of search marketing at Bronco - along with vice-president of search at Position Technologies Todd Friesen represented black hat, while president of Stone Temple Consulting Eric Enge and Doug Heil, owner of ihelpyou were on the side of white hat.

Discussing the ethical consequences of search marketing, Mr Naylor and Mr Friesen said that paid links were still relevant, despite being "frowned upon" by Google.

However, Mr Enge said: "Google makes the rules. If we want to have a stable business for the long term, we have to follow them."

It was unanimously agreed that the PageRank metre should be dropped from the Google Toolbar to help prevent the buying and selling of links for the value of SEO.

Meanwhile, Search Engine Journal's Kate Morris has claimed that firms should run three reports - Placement Performance, Impression Share and URL Performance - in order to improve operations.

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