This is according to entrepreneur and marketing expert Seth Godin, who told .net magazine that search engines want websites to do well when it comes to offering the information that searchers are looking for.
"They fail when you need to spend time or money to trick them in order to gain traffic," he added. "As search engines get smarter, that makes black hat SEO less productive."
However, white hat SEO – which centres on the notion of being able to intelligently design a website for search engines – "will probably be here for a while", Mr Godin remarked.
Last year, Google’s Matt Cutts told CNET News.com that the search engine prefers to use algorithms to shut down whole techniques deemed to be unethical rather than manually deal with each offending website.
He also said that the company sees the majority of sites acting ethically when it comes to SEO.