SMO the White Hat Way
Read Steve Rubel’s article SEO Shenanigans Pose a Clear and Present Danger to Social Media over at Micropersuasion and you’ll get a good idea of what White Hat SEO is.
Here is the money quote:
To be clear, I do not object to the way that blogs, digg links and Wikipedia rank highly in search results. What does get me hot and bothered is when consultants and bloggers propose launching such an initiatives solely for influencing search. SEO, like word of mouth, should be a byproduct outcome, not a primary objective. Any brand that plays in this space should be aiming to create value. Do that and the other stuff will follow.