In recent years, the attempt to redirect search results
to particular target pages, in a fashion that is against the search engines' terms of service, is often considered unethical search engine optimization (SEO
). White hat methods are in the main authorized by search engines and follow their guidelines. Even though white hats won't always show results fast, they tend to build results that rank a long time, whereas black hats come about that their sites may eventually be banned either temporarily or permanently once the search engines distinguish what they are doing. Some of the SEO
tactics include: keyword stuffing, hidden text and links, doorway and cloaked pages, link farming and blog comment spam. White hat marketing
applies the white hat SEO techniques, also known as ethical SEO. The white hat marketing implies that all SEO activities are carried out while conforming to the guidelines, rules and policies of search engines.
Search engines look for sites that employ these techniques in order to remove them from their indices. SEO
Webmasters and content providers began optimizing sites for search engines in the mid-1990s, as the first search engines were cataloging the other Web. Initially, all webmasters needed to do was submit the domainname of a page, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed. The process involves a search engine spider downloading a page and storing it on the search engine's own server, where a second program, known as an indexer, extracts various accusation about the page, such as the words it contains and where these are located, as well as any weight for unique words, and all links the page contains, which are then arranged into a scheduler for crawling at a later date. Site owners started to licence the value of having their sites highly ranked and visible in search engine results, creating an possibility for both white hat and black hat SEO practitioners. By relying so much on factors such as keyword density which were entirely within a webmaster's control, early search engines suffered from abuse and ranking manipulation.
Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance
to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. The signifier "SEOs" can refer to "search engine optimizers,"
a term native by an industry of consultants who carry out improvement projects on behalf of clients, and by employees who move SEO services in-house. Search engine optimizers may offer SEO
as a stand-alone service or as a part of a broader marketing campaign. Because good SEO may demand changes to the HTML source code of a page and website content, SEO
tactics may be incorporated into website development and design. The term "search engine friendly" may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the propose of search engine exposure.