A SEO tactic, technique or method is weighed white hat if it conforms to the search engines' guidelines and Link Building Services involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note

One infamous case history was the February 2006 Google removal of both BMW Germany and Ricoh Germany for advantage of deceptive practices. Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.