Search engine optimization is a procedure of strategies, techniques and tactics used to increase the number of visitors to a webpage or website by accessing a high-ranking placement in the search engine results page (SERP) –which are including Google, Bing, Yahoo and other search engines.
SEO techniques are classified into two extensive categories:
• White Hat SEO - In which techniques that search engines recommend as part of a great design.
• Black Hat SEO - In which techniques that search engines do not approve and attempt to minimize the effect of.
White Hat SEO
An SEO technique is considered as White Hat if it has the below features:
• It follows to the search engine's guidelines.
• It does not affect in any deception.
• It provides that the content in a search engine indexes, and subsequently ranks, is the same content a user will see.
• It provides that a web page content should have been created for the users and not just for the search engines.
• It provides good quality of the web pages.
• It provides availability of useful content on the web pages.
Always follow a White Hat SEO technique and don't try to fool your site visitors. Be honest and you will definitely get something more.
Black Hat SEO
An SEO technique is treated as Black Hat or Spamdexing if it has the below features:
• Attempting ranking improvements that are opposed by the search engines and/or involve deception.
• Redirecting users from a page that is built for search engines to that is more user friendly.
• Redirecting users to a page that was different from the page the search engine ranked.
• Using hidden or invisible text or with the page background color, using a slight font size or hiding them within the HTML code.
• Serving one version of a page to search engine spiders/bots and another version to the visitors. This is called Cloaking SEO technique.
• Repeating keywords in the metatags, and using keywords that are not related to the website content. This is called meta-tag stuffing.
• Calculated placement of keywords within a page to increase the keyword count, variety, and density of the page. This is called keyword padding.
• Creating the web pages with low-qualities that contain little amount of content but are rather stuffed with similar keywords and phrases. These pages are called Gateway or Doorway Pages.
• Mirror websites by hosting multiple websites - all with conceptually same content but using different URLs.
• Creating a copy of a popular website which shows the contents similar to the original website to a web crawler, but redirects web surfers to unrelated or malicious websites. This is known as page hijacking.
So Always stay away from any one of the above Black Hat tactics to improve the rank of your site. Search engines are very smart sufficient to identify all the above properties of your site and ultimately you are not going to get anything.