When Google had just begun, search engine optimisation (SEO) was a much simpler task than it is today. Each website’s ranking position was based solely on the number of backlinks referring to it. This paved the way for Black Hat SEO tactics, also known as unethical SEO tactics, to make their way into commonly used search engine optimisation strategies. Not exactly ideal. As ranking algorithms have become more complex, the usage of black hat search engine optimisation tactics have caused penalisations and even black-listing of websites that use them in the attempt to render these techniques obsolete.