SEO techniques are classified into two major factors the white hat and black hat. White hat technique is recommended by search engines as part of good design. White hat technique conforms to the guidelines of search engine. The contents that are selected by the search engine are available to the ultimate user in the same manner. Black hat technique on the other hand is not recommended by good search engines as they are not passing through the normal methods and cannot be relied upon. In order to avoid its users not to be misled Search Engine Optimization tool avoid the black hat technique. Black hat technique even tries to pass on the contents to the user or search engine as a genuine one. Search Engine Optimisation tool while identifying that the black hat technique is used may punish the site by not giving them a good ranking or some times not even listing them in their data base. The will be applied even in the link building activity of search engines. Some of the famous SEO companies like BMW and Recoh which are penalized by Google accepted their deception and corrected the same and later recognized by Google.