We all know practitioners of black hat SEO use techniques to outrageously manipulate the SERPs so their sites, all undeserving, reach the top of the rankings. They’re clearly evil. Or are they? Why are our denunciations of black hatters tinged with just a hint of envy? In this first article in a three-part series, we examine what truths black hat practices bring to the surface that most search engines would rather you didn’t know.