What does it mean "to be evil" in an SEO context?

1. To copy someone else's unique content. That's plagiarism. No librarian is going to tolerate that. You have to write about your own ideas or at least write with your own words.
2. To try to cheat...

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There's always a lot of talk online (by people who like to guess at Google's search algorithms, and general "leaders of the SEO pack") aboutGoogle's New SEO rules: how to follow them correctly or, from the unfortunate "black hat" types - how to...

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