White Hat Search Engine Optimization
by on March 23, 2010 
Following our post on unscrupulous search optimization, we’ll look at the things you should focus on when optimizing your website, or hiring a firm to do so.
As part of your overall online marketing arsenal, SEO’s job is to increase traffic to your website from search engines via natural, unpaid search results, preferably using ethically sound techniques known as ‘white hat’ SEO (in computing slang, the white hat is the hero, the ethical hacker who actually enhances security).
White hat practitioners use universally accepted practices to gain prominence as a relevant website for key phrases, techniques you’d find published under Google’s Webmaster guidelines.
Sound practices include updating your site regularly with relevant content pages, and adding incoming links that add value, using relevant keywords in the anchor text.
Making a site search engine friendly also means ensuring pages are well structured (with headers and sub-headers), images are compressed, and the coding is optimized so there are no barriers that prevent search engines from indexing its pages.
SEO can even target different kinds of search for the best web presence, including local search, video search, and industry-specific search engines.
Search engines are your friends - they deliver customers. Develop an intelligent search engine marketing strategy; offer up valuable content on a regular basis, and you will be rewarded.
For more tips, read Top 5 Pitfalls to Avoid in Search Engine Optimization.
Kristina Smith is an Associate Writer with Single Entry Point Marketing. She brings 9 years of experience in online marketing, brand building, and copywriting, specializing in the advertising, publishing, and travel industries. She spends her free time 
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