earch engine optimization Both groups attempt to determine
is the process of using from anecdotal evidence what the
natural search methods to secret algorithms of the major
take advantage of search engine search engines are. Interestingly
algorithms. This process allows enough, the number one search
the web site in question to engine, Google, uses a different
appear earlier on the results premise than that of the next two
page when the search results page most popular search engines--MSN
is returned to the person making and Yahoo. Google's PageRank
the query. Those sites with an processes assumes that the web
earlier appearance on the results pages in a certain grouping or
pages are said to have a higher subject which receives the most
rank links to other pages on the same
subject is the one recognized as
Specialists in the process of the 'authority' on the subject.
revising web pages so that they Yahoo and MSN are more inclined
will have a higher rank usually to look at how effectively and
work in one of two ways. The how often certain search terms,
first group is known as 'white known as 'keywords' are being
hat' optimizers and the second used in a particular site.
group is, of course use 'black
hat' methods. The labels put upon From that starting point in each
the two groups would make the search engine, the algorithms
clients think that white hats are used vary. For example, one
always good methods, while black search engine may look at how
hats are somewhat shady and early in the page the keywords
perhaps even illegal. Actually, are used. Google theoretically
this overstates the looks at the value of the
characteristics on both sides. incoming links to a web site. A
web page which has good incoming
links and few outgoing links will try to circumvent the intention
rank higher than one which has of the search engine in the first
many incoming links and many place. For example, until it was
outgoing links. discovered and taken into account
in the algorithms, link farms
So, in practice, both the white were used to sell links to web
hats and the black hats are after pages. Another favorite 'black
the same goal. The differences hat' technique was to use white
between the two come down to the font messages which could be read
approach that is taken and how by the search engines, but did
effective it is in getting past not appear visible to humans
the search engine spiders who Again, as soon as this technique
'crawl' the web pages. A white was identified by those who write
hat optimizer will attempt to the algorithms it was blocked.
write web page content that reads
well for humans as well as Search engines sometimes take the
spiders, but to utilize key words drastic step of removing pages
and page links effectively in which are determined to be using
order to increase the rankings. A 'black hat' techniques from the
black hat optimizer may be less search engine results pages.
concerned about the way the web
page reads to humans, and instead
About the Author:
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John Tremblay
Article Source: www.iSnare.com 
