Web Optimization
Another area of website optimization is search engine optimization (SEO). SEO optimization techniques are divided into white hat methods -- those that are legitimate, aboveboard, and approved, versus black hat methods -- those that violate the terms of service of search engines, try to make sites appear to be better than they actually are, and attempt to deceive search engine bots and users. Both because black hat methods violate terms of service, and because sites that are found to violate those terms will be removed from search results, website optimization done with white hat methods is likely to provide a quality site that last. Legitimate SEO methods include submission to directories and search engines; paying attention to keyword density, prominence, and proximity; thoughtful use of tags; and appropriate links.