With the rapid onset of digitization and billions of users flocking to search engines to find products, search engine marketing (SEM) has become a crucial tool that every digital marketer must use. Search engine optimization is the organic part of SEM, which helps marketers reach their target audience without investing highly in ads.
Search engines have web crawlers that index a website to determine which content would be the most helpful to the visitors. They do this by assessing several factors. For example, Google analyzes over 200 factors to determine website ranks. The job of SEO experts is to curate a website’s content so that the site ends up in the top few search engine results for a given set of keywords.
Most successful experts do this by following the search engine best practices. What these experts do is known as white hat SEO. However, some web admins try to manipulate the algorithms of search engines through unethical and unapproved practices. These underhanded practices are called black hat SEO.