Search Engine Optimization, although using basically the same structure and techniques, differ according to what is acceptable in good faith and what is not. Broadly speaking this differentiation can be termed as white hat and black hat SEO.
White hat SEO techniques are those that search engines recommend, being of good design, practicing acceptable norms and guidelines, and which does not involve any deception or misguiding. Black hat SEO techniques on the other hand, are those techniques which are not approved by the search engine and use deceptive methods in order to optimize the relevant web site.
When using white hat SEO techniques the results are long lasting, the effect is wide spread and needs only periodic updates. Black hat SEO on the other hand will at some point be caught and thereafter banned either temporarily or permanently upon its discovery. So this results in only short term effects and possible unhealthy repercussions for the commodity in question.
The issue at hand here is that the guidelines regarding this process and the search engines’ approved rules are not laid out as a written set of commandments.
White hat SEO is not just about following the accepted norms and practices but about making sure that the content that a search engine would index and subsequently rank is the same content that a user and visitor will see. What this briefly means is that white hat targets and creates its content for the users and visitors and not for the search engines. Therefore the spiders that the search engines use to crawl across a site and pick out its links and keyword density will easily enable the algorithm to perform its task and rank the page according to what has been done in reality.
A black hat SEO on the other hand will endeavor to hide text either by marking the text the same color as the background or making the text invisible or by positioning the text off screen. Another deceptive method used is what is known as cloaking, whereby a site would display a different page for the same search depending on whether such page is being called up by a search engine or a human user. These techniques give a false impression to the search engine and thereby achieve a false ranking. However at some point these sites will be found out. In fact leading search engines have recently adopted new algorithm methods by which unscrupulous SEO techniques and sites are found out. Not only are sites offering duplicate and weak information flagged and penalized but the latest updates decrease rankings for websites that do not adopt moral guidelines and principles and are focused on webspam as well. These hard hitting procedures have, to a certain length curbed many dishonest websites/Companies.
About the author: Eric Lewis is an experienced blogger in various fields. He loves writing articles about SEO Company.