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SEO services, in order to attract search engines, can employ either white hat or black hat strategies. White hat strategies involve adopting methods the search engines themselves approve of, such as maintaining good keyword density and avoiding deceptive practices. But sometimes Seo services use unapproved black hat strategies which eventually result in the site being penalized by the search engines with low rankings, or by being banned outright. Adopting such strategies will lead to irretrievable loss of business in the long run if the search engines penalize the site, therefore the client should know the kind of service he is getting. The track record, previous client feedback, and other such related background details should be thoroughly checked before opting to solicit any SEO services.