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1. SEARCH ENGINE OPTIMIZATION & TYPES OF SEO TECHNIQUES
Search engine optimization (SEO) refers to a process of changing the position of website in search
results of a search engine. Generally, when we search for a particular topic or subject in a search engine,
we came across a number of results and the corresponding links are displayed for the required
information for the topic or subject. We click or go to the listed results for the required information. For
quick and efficient information we generally refer to the top most results shown in the search engine.
The more times a site is visited makes it more popular and highly ranked. Making the required sites
available at the topmost positions is the work of a SEO.SEO can work for various types of search like
video search, local search, image search, news search, location specific search etc. Search engine
optimization basically make stress upon the keywords used typically for any search.SEO takes in mind
the actual search terms or keywords typed in search engine, what is the method of working of search
engine, search engine's proffered audience and what people generally search for. Optimizing of
particular website can have many tactics like editing its content which can include images and graphics,
HTML, editing the keywords being used. Basically, promoting a site to increase the number of back links
and its ranking in the search is the work of a SEO.
SEO- A MARKETING STRATEGY
SEO is basically a marketing strategy i.e. internet marketing. When we open a particular site in the result
of a search engine a page of information is displayed, we can also see various advertisements in the
form of images and graphics side by side sometimes with their links. These are basically meant for
promotion purposes. To display a particular advertisement more times is also the work of the SEO. This
will add to the values and rank of that particular site.SEO is not appropriate strategy for internet
marketing for every site.
Other techniques like paid advertising, campaigns can be more effective according to the required goals
of the website .A good marketing strategy requires an adequate high quality web pages with
appropriate algorithms for SEO to generate return changes on investment .Search engine changes their
contents, algorithms, their position in website placement resulting in serious loss of traffic.
TYPES OF SEO TECHNIQUES
It is basically classified into two main categories:
WHITE HAT
BLACK HAT
White hat refers to the good optimizing designing techniques .It will produce results for a long time and
follows a proper set of rules and regulations. However there are no particular search engine guidelines

2. written particularly. But this is just a ethical way of doing the work. It means the same information
cannot be copied or used as it is for promotion and marketing for anything. It basically involves writing
not for the search engines but for real time users, then making the content available to the spiders than
attempted to change the algorithm from its purpose.
On the other hand black hat tries to improve the ranking of website which involve deception. Various
techniques are used for this purpose like making the text hidden, changing the background or changing
the text position etc.There is a method called cloaking which displays another web page or different
page as requested by the visitor or search engine. Search engines can be penalized or banned
temporarily or permanently when they discover black hat methods. They can be penalized by reducing
their rankings or eliminating their listings from database either or together. These will be automatically
applied when detected by the search engine algorithms.