Topic High Risk "Black Hat Tactics" Low Risk "White Hat Tactics" Cloaking Showing different content to different users based on user-agent(i.e. Googlebot) Showing the same content to all users Doorway Pages Little or no useful content pages meant to rank well for a specific keyword set and then funnel traffic to a specific page Useful/Unique/Benefitial content meant to rank well for a specific keyword set. Link Bait Creating stories that are blatantly false merely to bait people into linking to your site Creating unique, beneficial, and interesting stories that allow web masters an editorial choice (informed choice) to link to the content. Widget Bait Creating a widget that has • Hidden Links • Links to Off-topic sites • Links to a site other than where the widget was downloaded • Stuffs keywords into the link back • Doesn't openly disclose what is associated with the widget (links, etc.) • High number of links paired with the widget • Provides fu