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In this competitive environment, every organization wants to showcase its products and achievements on the top of the list. They want to show their services at the top to attract more customers. To make this technique practical, we use SEO technique. First, it has to be understood that what is SEO and why it is important. Search engine optimization (SEO) is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO covers numerous tactics to attract more users and promotion of business. Additionally, it may target different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines. As we all are aware of the importance of smart phones in our daily life, therefore, it is the need to target such audience who use more devices. By May 2015, mobile search had surpassed desktop search.


How SEO Works?

SEO mainly works on Keywords. As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher in the search engine results page (SERP). These visitors can then potentially be converted into customers.


Categories of SEO

ISEO can be divided into two broad categories named as White hat and black hat. White hat is the technique that search engine companies recommend as part of good design and black hat are those techniques of which search engines do not approve. Industry focal persons have classified these categories and the practitioners who apply them, as either white hat SEO, or black hat SEO. White hats tend to produce results that continue for a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.


An SEO technique is said to be white hat if it conforms to the search engines' rules and procedures and involves no deception. As the search engine guidelines are not written as a series of rules or commands, this is an important difference to note. White hat also ensures the quality content which will be seen by the user. White hat SEO is in many ways similar to web development that promotes accessibility, although these two are not identical. Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines. One black hat technique uses hidden text. Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or remove their listings from their databases. Such penalties can be applied either automatically or by the manual site review. One example was the February 2006, as Google removed both BMW Germany and Ricoh Germany for use of deceptive practices. Both companies, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.