White hat versus black hat techniques
SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good layout ("white hat"), and also those techniques of which search engines don't approve ("black hat"). The search engines try to decrease the impact of the latter, among them spam. Industry commentators have classified these approaches, and the professionals who use them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a very long time, whereas black hats expect their sites may become banned either temporarily or permanently once the search engines discover what they are doing.
An search engine optimization technique is considered white hat if it conforms to the search engines' guidelines and involves no disturbance. Since the search engine parameters 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 that a search engine indexes and then ranks is the exact same content a user will see. White hat advice is usually summed up as generating content for consumers, not for search engines, then creating that content easily accessible to the online "spider" algorithms, instead of trying 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, 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. Another category sometimes used is grey hat SEO. Grey hat SEO is completely focused on improving search engine rankings.
Search engines may penalize websites they find using black hat methods, either by reducing their positions or removing their listings from their databases altogether. Such penalties could be implemented either automatically by the search engines' algorithms, or by way of a manual site review.
As advertising strategy
SEO isn't an appropriate strategy for every site, and other online marketing strategies can be more effective like paid advertising through pay per click (PPC) campaigns, based on the website operator's objectives. Its difference in SEO is simply depicted as the difference between paid and outstanding priority rank in search results. Its intent regards prominence more so than relevance; site developers should respect SEM with the utmost importance with thought to PageRank visibility as many navigate to the principal listings of the search. A successful Internet marketing campaign may also depend upon check here establishing top excellent web pages to engage and convince, setting up analytics programs to allow site owners to measure results, and enhancing a site's conversion rate.In November 2015, Google published a whole 160 page version of its Lookup Quality Rating Guidelines to the general public, which now shows a shift in their attention towards "usefulness" and search. In recent years the cellular market has exploded, overtaking the use of desktops as shown in by StatCounter at October 2016 where they found 2.5 million websites and 51.3 percent of the pages were loaded with a mobile device. Google has been one of those companies which have utilized the popularity of mobile usage by encouraging sites to use their Google Search Console, the Mobile-Friendly Test, which makes it possible for companies to step up their website to the search engine results and the way user-friendly it is.
SEO may generate a decent return on investment. However, search engines aren't paid for natural search traffic, their calculations change, and there are no guarantees of continuing referrals. Due to this absence of guarantees and certainty, a company that relies heavily on search engine visitors can endure big losses if the search engines prevent sending visitors. Search engines may change their algorithms, impacting a site's placement, potentially resulting in a serious loss of visitors. According to Google's CEO, Eric Schmidt, in 2010, Google created over 500 algorithm changes -- nearly 1.5 per day. It's considered wise business practice for site operators to liberate themselves from dependence on traffic. Besides accessibility concerning web crawlers (addressed above), user web accessibility has become more and more important for SEO.