• Search Engine Optimization, or "SEO", is the process of driving traffic to a website by weighing algorithmic search results in the site's favor. Soon after webmaster discovered good search engine placement meant more traffic the idea and business of SEO started to emerge. Some webmasters use friendly or "White Hat" techniques to improve placement while others opt for more deceptive or "Black Hat" optimization techniques. Most major search engines do not disclose their algorithms for determining search engine placement. To help webmasters an industry of search engine optimizers has been created, they assist in various techniques for improving page rank and placement.

• Fast Facts:

  1. According to SEO expert Danny Sullivan the term was first used on Usenet on July 26, 1997
  2. Google has stated search engine placement is based upon over 200 "signals"

• White Hat SEO:

  A white hat SEO is someone who works to optimize a web site though quality content and "search engine friendly" web pages. The techniques performed by a white hat are considered to be safer and more ethical by internet users and search engine companies themselves.

• Black Hat SEO:

  A black hat SEO will use risky and sometimes unethical means of promoting a web site. These can include the use of paid links, cloaking, scraping, and various link farming techniques. These methods are considered high risk and if abused can cause a web site to be banned from inclusion within a search engine's index.

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