SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, among them spamdexing. Some industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.
An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.
There are no Search Engine Optimization secrets -- just ranking and placement methodologies/techniques to follow in order to beat your competition in obtaining a high ranking for desired search keywords. The objective of Search Engine Optimization is to increase web visitor counts by increasing your page rank within the results of searches using the most appropriate keywords describing the content of your site. Proper Search Engine Optimization requires that you beat your competition. Knowing the keywords and criterion used by your competition is the most important first step. It will become obvious that good page ranking excludes keyword spamming on search engines, instead carefully selecting your unique/non-generic keywords in conjunction with a variety of other techniques. Below you will find a Framework for SEO...
Please click here for a Power Point Slide Show on Search Engine Optimization.
