the website is worked upon. Searchengines, especially Google, prefer a neat, easy to navigate site over a website that’s cluttered. Also, textual content in preferred over graphical content.

For the off page elements, the SEO involves search engine and directory submissions and link building. If a page has number of relevant back links pointing towards it, search engines rank it higher over the other pages. Therefore, the back links in a way testify the relevance of a webpage for a particular domain.

Many search engine optimization campaigns follow the black hat SEO, i.e. the unethical SEO practices to rank higher. These may include techniques like redirection, keyword stuffing, content hiding, link farming, spam indexing and more. These techniques may get quick and good returns but they can lead to a complete blacklisting of the website by one or more search engines. The search engines keep updating their algorithms to not only make their work more efficient and search results more accurate but also to counter the black hat SEO practices.