Search engine optimization is a technique or a process of improving the visibility of a web page or a website. Search engine optimization targets different kinds of searches which include video search, image search and local search. Based on the SEO internet marketing strategy search engine optimization considers how the search engine must work. Search engine optimizations techniques are differentiated into two types.

White Hat Search engine optimization is a technique that the search engines reckon as good design with in the search engine guide lines and also it will not involve any deception. White hat Search engine optimization is not just about following guide lines it is about ensuring that the content is created for the users. White hat Search engine optimization is all about effective SEO internet marketing and does make efforts to deliver good and quality content.

Black hat Search engine optimization is the techniques that are not approved by the search engines and attempt to minimize the effect. Black hat Search engine optimization improves ranking by ways which are not approved by the search engines. Black hat Search engine optimization technique even involves deception as well.