How Search Engines Work & Techniques Used In SEO

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How Search Engines Work: First, search engines crawl the Web to see what is there. This task is performed by a piece of software, called a crawler or a spider (or Googlebot, as is the case with Google). Spiders follow links from one page to another and index everything they find on their way. Having in mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page has been modified, sometimes crawlers may not end up visiting your site for a month or two.

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Techniques Used In SEO: SEO is a Search Engine Optimization. And in SEO we used two types of techniques in it i.e.

1. WHITE HAT SEO
2. BLACK HAT SEO

WHITE HAT SEO: White hat SEO encompasses the ethical side of search engine optimisation. SEO does have a time and place, and when used correctly, it has the ability to dramatically improve a website’s visibility and search engine rankings to increase sales.

When using white hat SEO, keyword research comes into play. A website owner should research keywords that customers are searching for to reach their website. They can then include these keywords naturally within the pages, meta-tags, and descriptions of their website to improve their visibility in the search engines.

They can also publish high-quality content online linking their keywords back to their website to naturally increase their back links and improve their search engine rankings.

Additionally, white hat SEO tactics involve building the authority and presence of a website to naturally increase back links to the website to improve search engine rankings. Instead of swapping or purchasing links unethically, a website using white hat SEO would publish high-quality content, guest blog, reach out to customers through social media, and circulate information to gain trustworthy links back to their website.

BLACK HAT SEO: Black hat SEO is a category of unethical and manipulative search engine optimisation. In fact, it is black hat SEO that has given SEO a bad name in Internet marketing. Black hat SEO involves tactics like keyword stuffing, which is including an excess amount of keywords within a single page of web content for the purpose of attracting the search engines. Unfortunately, this tactic is ineffective because the content becomes illegible to the website visitor, and in many cases, keyword stuffing will also cause a website to be penalised by Google.

Another black hat SEO tactic is spamming through the meta-tags on a website. Search engines are constantly on the lookout for meta-tags stuffed full of popularly searched keywords that may not relate to the actual content of the website. Again, this tactic will cause a website to be penalised by the search engines.

Other black hat SEO tactics like link farming and buying links are widely discouraged in search engine optimisation circles. In the earlier days of search engine optimisation, many website owners relied upon purchasing links from other websites in the hopes of improving their search engine rankings.

While this did work for several years, Google has now caught on to the fact that specific websites will sell links to other websites. If you were to purchase a link from another website, it is likely that Google would find out and either count the link as No Follow or penalise your website as a result.

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Comparison chart

Improve this chart	Black Hat SEO	White Hat SEO
Meaning:	Techniques used to get higher search rankings in an unethical manner.	Conforms to search engine designs and involves no deception.
Status:	Disapproved by search engines.	Approved by search engines.
Result:	Site is eventually banned, de-indexed or penalized through lower rankings.	Results last a long time.
Techniques:	Black hat SEO techniques include keyword stuffing, doorway and cloaked pages, link farming, hidden texts and links, blog comment spam.	White hat SEO techniques include research, analysis, re- write meta tags to be more relevant, content improvement and web redesign.

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