Rebecca Murtagh, in her article for Search Engine Watch, outlined the radical changes in search engine optimization, as pushed by the search engines. As businesses learned to harness SEO techniques to boost their online presence, Google algorithms, for instance, have become even more complex. Murtagh suggests that companies have to be even more careful in selecting their SEO provider.
White hat SEO involves legitimate online marketing practices, such as creating a (judiciously) keyword-optimized page, quality content, and ethical use of metatags, backlinks, and site maps, to get a client’s website noticed by the search engines. Its counterpart – black hat technique – ultimately, is the source of woe for most companies whose website gets dropped off the rankings radar.