Digital marketing uses digital technologies like the internet and mobile phones to market products and services. It involves search engine optimization (SEO) strategies to increase website visibility in search engine results pages. White hat SEO follows search engine rules and policies, focusing on users, while black hat SEO aggressively targets search engines over users and may violate guidelines. Gray hat SEO combines white and black hat techniques. Search engines use crawlers to collect data from websites, which is stored in databases and indexed. Algorithms then rank pages based on various criteria to determine search results. Google regularly updates its algorithms to address spam.