First, read the stickies in the SEO section like SplishSplash
guide here.
Let me give you a crash course in the difference between White and BlackHat SEO.
If you have the money and time to establish branding power where it results in natural syndication, then
white hat will take care of itself with great content and formatting your website for Google's optimization guidelines.
However, for most people the rungs on the ladder of success are too far apart.
That is where BH SEO comes in, of which there are two basic types:
You have churn and burn strategies designed to make a quick dollar at the cost of longevity
and BlackHat that merely replicates what WhiteHat does via paid incentive.
Think of it like this.
What if your goal was to get into Forbes?
You could either do all of the great things to try to get noticed to be there or you could pay someone to mention
you based on some of the great things you have done. Either way, you're not jeopardizing your brand by
being in the publication, but you surely are making it easier to get there through deals.
I would recommend reading the book Trust Me, I'm Lying by Ryan Holiday; it's the philosophy of BH SEO as it relates to branding.