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An Search engine marketing strategy is considered white hat if it conforms to the various search engines' rules and requires no deception. Because the search engine recommendations[thirty][31][43] usually are not created as a number of regulations or commandments, this is an important difference to note. White hat SEO will not be nearly adhering to guidelines, but is about guaranteeing that the information a internet search engine indexes and subsequently ranks is the same information a person will see.

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[3] On May perhaps 2, 2007,[four] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Business in Arizona[five] that Search engine optimization is a "system" involving manipulation of keyword phrases, and never a "advertising services." The examining lawyer fundamentally bought his article incoherent argument that when "Search engine marketing" can't be trademarked when it refers to your generic technique of manipulated keywords, it might be a support mark for supplying "advertising products and services...in the sector of computers."

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