Search Engine Optimization is the process of affecting the visibility of a website or web page in a search engine’s unpaid results – often referred to as ” natural ” ” organic ” or ” earned ” results . It is also called the practice of manipulating aspects of a website to improve its ranking in search engines where various approaches are taken . White hat practices are the practices of using keywords and keyword analysis , backlinking , link building to improve link popularity , and writing content for human readers . White hat SEO is more frequently used by those who intend to make a long-term investment on their website also called Ethical SEO ..White hat SEO refers also to the usage of optimization strategies , techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies . Black hat SEO refers to the use of aggressive SEO strategies , techniques and tactics that focus only on search engines and not a human audience , and usually does not obey search engines guidelines
Some examples of black hat SEO techniques include keyword stuffing , invisible text , doorway pages , adding unrelated keywords to the page content or page swapping (changing the web page entirely after it has been ranked by search engines ). Black hat SEO is more frequently used by those who are looking for a quick financial return on their website , rather than a long-term investment on their website . Black hat SEO can result in your website being banned from a search engine , however since the focus is usually on quick high return business models , most experts who use black hat SEO tactics consider being banned from search engines a somewhat irrelevant risk .
SEO service providers utilize the practice of search engine optimization to increase the amount of visitors to a website by obtaining high-ranking placements in the search results page of search engines (SERP) . Typically a business will hire a service provider to improve its organic Google search result listings . SEO services help to ensure that a site will be found and ranked highly by the search engine . SEO service providers offer a wide range of packages and options for search engine optimization , ranging from one-time fees for smaller sites to monthly subscriptions for ongoing SEO efforts and support .