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Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One infamous example was the February 2006 Google removal of both [[BMW]] Germany and [[Ricoh]] Germany for use of deceptive practices.<ref name="intwebspam">{{cite web|url=http://www.mattcutts.com/blog/ramping-up-on-international-webspam/|publisher = mattcutts.com/blog | title=Ramping up on international webspam|author=[[Matt Cutts]]|date=[[February 4]] 2006|accessdate=2007-05-09}}</ref> Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.<ref>{{cite web|accessdate=2007-05-09|url=http://www.mattcutts.com/blog/recent-reinclusions/|publisher = mattcutts.com/blog | title=Recent reinclusions|author=[[Matt Cutts]]|date=[[February 7]] 2006}}</ref>
Additionally, many professionals in the SEO industry refer to "gray hat" tactics that may skirt the lines of black and white hat tactics. Numerous references to gray hat techniques have been published, and these usually constitute practices that are not strictly disapproved by search engines, but may go against the spirit of the regulations that search engines have laid out.
== As a marketing strategy ==
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