Black & White - The Philosophies of SEO

So what exactly is SEO? Search engine optimization otherwise known as SEO is a popular form of search engine marketing. The main goal of which (as its name would suggest) is to improve the ranking of the site in various search engines. An entire industry of consultants has sprung up around the idea of search engine optimization. However it's important to note that there are two distinct and disparate methodologies at work when it comes to optimization. The two categories are best known as "white hat SEO" (which is aimed at improving overall site quality, and increasing the site's ranking

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