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Professional SEO companies in Castle Rock, CO use what’s known as white hat SEO to ensure they optimize a website according to Google’s best practices negative SEO typically involves the use of black-hat techniques — which are deemed unethical or manipulative. Negative SEO tactics might be used to beat out a competitor or to seek revenge in some way. Negative SEO techniques may include website hacking, content scraping, spammy link-building, backlink removal, or even fake social media profile creation.