Content revised 21 October 2026.
White hat and black hat are informal labels. Ask how the work is carried out and what purpose it serves before trusting the label on a proposal.
Ask for the method
A supplier should be able to explain the pages being changed, the evidence used and the deliverables. A secret process that can't be described makes the work difficult to review. Keep account access and a record of implementation decisions.
Look at the visitor’s experience
Does the change make accurate information easier to find and use, or does it mainly attempt to show search engines something different? A useful comparison page and a collection of near-identical keyword pages are different publishing decisions.
Review common warning signs
- Hidden keyword lists or misleading redirects.
- Invented evidence, authorship or business locations.
- Link placements sold mainly to manipulate rankings.
- Large amounts of content without a useful purpose or review.
Check the policy that actually applies
Google’s spam guidance describes practices, not a certification badge an agency can issue itself. A policy violation is not automatically a statement about criminal law, and the timing or type of search response can't be predicted from a label alone.
Keep the decision reviewable
Ask for an alternative that serves the legitimate business goal. Record approvals and test the output. Methods aligned with useful content and sound technical implementation still don't guarantee permanent rankings or remove the need for maintenance.
Official guidance: Google’s spam policies.