Search engine optimization

Web Science

Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.

White hats and black hats

In general terms:

• when you see white hat you should think "ethical, legal, in line with terms of service"
• when you see black hat you should think "unethical, illegal, not in line with terms of service".
• when you see grey hat you should think "skirting along the boundary of white hat and black hat".

Standards

• Discuss the use of white hat and black hat search engine optimization.

Give a sequence of brief answers with no explanation.

Offer a considered and balanced review that includes a range of arguments, factors or hypotheses. Opinions or conclusions should be presented clearly and supported by appropriate evidence.