Black-Hat SEO-If You Dare! is all about cloaking, proxies, spamming forums, and blog farming, all intended to increase the number and quality of links that point to your sales page. Beyond question, the more links you can generate that send the visitor to your page, known as "incoming links," the better. And, what you really, really want are incoming links from someone else's web page without having to reciprocate with an outgoing link from you to them. This is known as a "one-way link." Putting it all together, you optimize your search engine efforts, that is, you improve your page ranking so your web site comes up higher on the results' page when someone searches for your keyword, by having as many one-way, incoming links targeted to your keywords as possible. Jack Daly explains in clear language why search-engine owners do not like black-hat activities. If and when they find them, he advises, they will de-index the offending web page from their search engine, thereby depriving the web-site owner of potential buyers. He describes ways to minimize the chances or delay the risk of being discovered should you choose to use black-hat methods, and discusses steps you can take to mitigate against the devastation your business might realize were your web site to be de-indexed. Daly concludes there is nothing you can do to completely eliminate the risk of being found out if you use black-hat. It will be up to you to decide whether the potential gains outweigh the potential costs.