WHAT IS SEO? SEO is no mystery. Search Engine Optimization (SEO) is the calculated and carefully planned set of strategies and techniques used to improve the visibility (or ranking) of a website in a search engine’s search results. To do SEO properly and ethically (a.k.a. “white hat”), it is not a one-shot deal. White hat strategies are focused on quality and unique content for improving user experience while black hat is interested in the tricks for acquiring search rank. Black hat techniques usually result in a website being “punished” or blacklisted by Google and may result in your website being dropped to the bottom of search engines rankings for months or even longer. SEO has to be done consistently and repetitively to get a website to the 1st page of search engines for certain keywords or to maintain the website for keywords that are already ranking. It is not like the phone book, where once you pay for a spot, it’s yours. In our world, SEO is constant. If you want top spots, you have to work at it. Simply put, there are no shortcuts.