There are two schools of SEO: black hat and white hat. We should always go for the White Hat because this is the preferred method of Google.
White Hat SEO start from Keywords Research to technical and content optimization as well as offsite optimization which takes 8 weeks or more to see the results. However once your results are achieved in terms of high organic rankings, it is long lasting.
Black Hat SEO promise overnight results at a very low price which is tempting to most marketers. However the results are short term; and the nightmare is that you will get penalized and banned by Google for a period or forever.
Therefore we need to distinguish the black hat and white hat SEO and always go for white hat SEO.
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