There are two broad categories in which most search engine optimisation techniques can usually be placed. Search engines take considerable notice to how webmasters go about improve a website’s position in search term rankings and to ensure they keep their practices ethical.

Practices referred to as ‘white hat’ are ethical and because of their compliance with the guidelines of the search engines, have longer lasting effects on their search results. Activities referred to as ‘Black hat’ are usually discovered by the search engines which in turn can cause websites to get banned from their results. People who use these techniques do not expect longevity from their results.

‘White hat’ SEO techniques do not have the purpose of deceiving the search engine and ensure that the content the engine indexes and ranks is the same content the user will view. The common philosophy of white hat practices is to generate content for users, not engines rather than taking advantage of the algorithms and tricking the spiders.

‘Black hat’ SEO techniques involve the swindling of the search engine. It includes techniques such as ‘cloaking’, a technique that provides a different web page depending on whether it is being requested by a human or a search engine; it then gives the search engines exactly what they are looking for. Some web developers also chose to use hidden text filled with keywords that is located off screen or in the same colour as the background and cannot be seen by humans.

When search engines find sites using black hat techniques they will penalize them by either reducing their ranking or removing them from the results completely. This can usually be done by automated algorithms but sometimes it needs manual intervention. A good example of this would be in 2006 when Ricoh Germany was removed from Google results for using unethical techniques; they quickly apologised, fixed the pages and were eventually restored to Google’s listing.

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