Organic Search Engine Optimisation (SEO)
Organic SEO is often considered the more technical part of Web marketing. This is true because SEO helps in the promotion of sites and at the same time requires some technical knowledge.
Generally, SEO can be defined as the activity of optimising web pages or whole sites in order to make them more search engine-friendly, thus gaining higher natural (Organic) positions in search engine results.
White hat techniques
Using techniques that conform to the search engines guidelines and involves no deception is considered a white hat technique. White hats tend to produce results that last a long time.
Generally white hat techniques involve creating content for the user and not search engines, but making the content easily visible to the search engine spiders. Rather than tricking the search engines algorithm to cheat the system.
Black hat techniques
Be very aware when a so called SEO specialist promises to give you No 1 spot on a search engine. Any white hat specialist worth their salt will never promise such a thing without using black hat techniques.
Such black hat techniques include writing:
Invisible text – White font on white background on the web page, full of keyword and key phrases that might have nothing to do with its actual content.
Keyword stuffing – Packing long lists of keywords and nothing else onto your site. Search engines will see your page as a match but it’ll read badly to the web user.
Doorway pages – “fake” page that the user will never see, Search Engines will see the keyword rich web page but with the use of a redirect the user will get diverted to something totally different.
Such techniques and disapproved by search engines and the website will be penalised by either reducing their ranking or eliminating their website from the search engine database altogether.
One example of such penalties included both BMW Germany and Ricoh Germany for using black hat techniques. More can be read about this on Forbes
Both companies both apologised and fixed the offending pages, and Google restored their pages to the database.
Read Top Ten Organic SEO Myths for more information on organic SEO Myths.