SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “inorganic”, “editorial” or “natural” search results on search engines.
Search Engine Optimization is the process of improving the visibility of a website on organic (“natural” or un-paid) search engine result pages (SERPs), by incorporating search engine friendly elements into a website.
All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.
There are two types of SEO techniques
White Hat SEO and Black Hat SEO
White Hat SEO
White hat SEO utilizes techniques and methods to improve the search engine rankings of a website which follows search engine rules (mainly Google) guidelines.
High quality content writing, website HTML optimization and restructuring, link acquisition campaigns supported by high quality content and manual research and outreach.
What to expect
Steady, gradual but long-term growth in the rankings.
Black Hat SEO
Black Hat SEO exploits weaknesses in the search engine algorithms to obtain high rankings for a website. Does not follow search engine rules and are in direct conflict with search engine guidelines.
Spam links, keyword stuffing, cloaking, hidden text, and hidden links.
What to expect
Quick, unpredictable, but short-term growth in the rankings.
In the end there is really no ‘right’ or ‘wrong’ way to do search engine optimization, there are different types of approaches with different level of risk.