Virtually every Internet user has at least once heard words such as website promotion, optimization or any other that may be identified with this topic. Yet, the concept of SEO in this list stands out. This abbreviation is often used as “slang” among advanced users of Internet and other professionals in the field of marketing and promotion. However, SEO is the most efficient name for what we have successfully been engaged in for a long time now. SEO is an abbreviation of Search Engine Optimization.

As soon as the discussion leads to the promotion of websites, one way or another the notions of “white SEO”, “grey SEO” and even “black SEO” come up. For the readers that are unfamiliar with this subject, these are methods of promotion in terms of the way search engines categorize search results. The fact remains, that all the attempts or actions taken to improve ranking or to increase attendance of your website, may either be approved or prohibited by the search engines.

But what if, we use all the methods of promotion at once? The result will be disastrous: from penalties (for example Google drops the website by 30 positions) to a complete ban from the search engine. This means that the website will not be indexed, and an average user will never find it using a search engine. In that case, the owner of the website will have to purchase a new domain, replace all the content and start the promotion from scratch.

So, white SEO – a set of actions aimed at improving credibility of the site. This action is formally approved and even recommended by the search engines. Methods used in white SEO are: optimization of the internal structure of the site’s semantic core, high quality content and effective link structure, optimization of tags and titles. All these elements serve as preparation for promotion. Following steps: registration in “white” directories, creation of mailing lists, promotion in social networks, purchase of links of recommendation resources, promotion in forums, related topics, etc. The advantage of good and “honest” promotion – is reliability. Disadvantage or more precisely a feature – is the process takes a long time, sometimes up to 2-6 months.

Black SEO - the prohibited methods of influence on search algorithms and rankings. In particular, the use of doorways and clogging. Doorways are low quality pages, consisted mainly of keywords that redirect visitors to the actually site. Clogging – an actual cheat on a search engine, happens when the search engine is requesting a page most suitable to the requests of user, and the user is presented with a completely different page. Another method is the use of hidden text on pages that is detected by search engines, but is not visible to users.

Grey SEO – the combination of white with just a shade of black, in other words, balancing on the brink of what is permitted. Consists of combination of questionable actions where the final result is hard to predict. Today, search engines can find the actions legitimate, and tomorrow everything can change and they can be found as prohibited. Examples of grey SEO methods: artificial increase of key word density, aggregation of somebody else’s content, cunning deployment of external links.

All propositions and offers on getting into Google top search results in two weeks – are 100% black optimization, the consequences of which we have mentioned above. With this “express delivery” there is a high probability that on the third week your site will be removed from index completely. Therefore, don’t be attracted by “quick” results, fast does not always mean good.