What is Ethical SEO? (Aka: “White Hat SEO”)
Ethical search engine optimization, in short:, is to follow guidelines and accepted standards to search engine optimize a web site. Which means we don’t use any tricks or cheats that are sometime employed by “Black hat” practitioners. The end result of Ethical or “White Hat SEO” is often stronger positioning that is much longer lasting, and can withstand frequent changes made to algorithms.
Black Hat Optimization on the other hand, uses optimization strategies that can sometimes result in faster results, but most often are not long lived. Some Black Hat strategies can result in being penalized, or even permanently banned by some major search engines and directories.
White Hat Optimization is the only way to go, don’t take the risk of having your site banned.

Read more: http://www.7boats.com/faq/#ixzz2IVyxvbHF