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The Ultimate SEO Book

websites an edge over others, particularly in those organic or
crawler search engines. Organic searches are those listings
yielded without payment; crawler search engines simulate
the act of crawling through the web and following links
through to their respective web pages.
However, like all good things, SEO has come under attack of
misuse by people who wanted to take advantage of it. This is
the reason why today, SEO is categorized into “white hat
SEO”, or SEO legitimately used by consulting agencies to
assist clients online, and “black hat SEO”, used to
manipulate search engine listings with unethical methods.
While “black hat SEO makes use of unethical methods to
manipulate listings and to deceive others, “white hat SEO”
focuses on honest methods of improving a website and its
contents in order to promote it in the Internet much better.
Many websites try generating traffic to their website by
various methods—pay-per-click advertisings, prepaid
advertisements, and organic search listings. SEO is much
more interested in increasing profitability through the last
method, organic search listings.
Pay-per-click advertising, which entails the advertiser to pay
Google or similar agencies only for the number of clicks an
online advertisement banner generates and not for ad
placement, may ride up costs. This happens when the
website tops listings and generates traffic from a huge client
base, of which not all of them are interested in purchasing
the product or service that will provide the company profit.
Organic search listings, however, display listings of websites
regardless of whether or not they are paid. What SEO
primarily does in order to maximize the power of organic
search listings is concentrating relevant keywords.
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