Search Engine Optimization (SEO) techniques can be divided into 2 methods, the White Hat and the Black Hats.

White Hat Methods can achieve good rankings in Search Engine Results Page (SERP) without being penalized by the search engines; whereas Black Hat Methods will be penalized (possibly blacklisted) if their usages are caught by the search engine.

Below are some basic White Hat SEO techniques from Wikipedia

- Using unique and relevant title to name each page.
- Editing web pages to replace vague wording with specific terminology relevant to the subject of the page.
- Providing unique, quality content to address visitor interests.
- Using an accurate description meta tag to make search listings more informative.
- Ensuring that all pages are accessible via anchor tag hyperlinks.
- Allowing search engine spiders to crawl pages without session IDs, cookies, or logging in.
- Developing “link bait” strategies. High quality websites that offer interesting content or novel features tend to accumulate large numbers of back links.
- Writing useful, informational articles under a Creative Commons or other open source license, in exchange for attribution to the author by hyperlink.

You might ask.. if Black Hat SEO Methods will be penalized, why are people using it? There could be a few reasons. One of the answer is that some people are willing to take a gamble.

Search Engines are not perfect, they are loopholes to be exploited; especially from non-English websites.

Some of the Black Hat techniques in the end need to be validated by personnel and not by search bots only; and most major search engines don’t have enough non-English speaking staffs to filter those rules violating websites.

Black Hat Methods are quite often seen in Chinese websites, and lots of those websites are still happily exploiting the search engine loopholes.

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