Black Hat SEO is a term that describes a set of aggressive and unethical search engine optimization strategies used with the primary goal of artificially and rapidly increasing a webpage’s position in search engine results pages (SERPs). These techniques are in direct violation of the officially announced terms of service and quality guidelines of the major search engines.
Practices that fall under the umbrella of Black Hat SEO often involve attempts to manipulate search engine algorithms. One example of such a deceptive technique is cloaking, in which different content is shown to the user and the search engine robot, or changing the content of a website after it has already achieved a high ranking.
The main problem with Black Hat SEO is that it prioritizes traffic and rank over user experience. Since these practices are aimed at misleading the algorithms, when discovered, they inevitably lead to severe penalties (sanctions or bans) from search engines, which can lead to the complete disappearance of the site from search results.