VS

There are two types of Search Engine Optimization (SEO) as referenced by industry insiders.  These are White hat SEO and Black hat SEO.  As you might imagine, Black hat is to be avoided and is generally undesirable.

However, black hat tactics can often appear very attractive in the beginning, after all you could build a site full of a lot of incoherent content (spamdexing) that would likely bring some search engines to index the site quicker and rank it higher.  However, this is rarely sustainable in the long run, because even if the incoherent content which is jammed full of keywords and such does receive a good ranking for a short while you are not likely to have many returning visitors, and will probably be blacklisted by many search engines in the long run. In short black SEO is to be avoided as much as possible. 

White hat SEO on the other hand is highly desirable and is characterized as writing for people first.  By doing this you will be much more likely to build a positive reputation as opposed to negative and unsustainable and often disposable domains used by those in the black hat community in the long run your name or brand will become associated with valuable information or high quality products.  

So to summarize the 3 trimetrical points for achieving High quality sustainable SEO are:

1. Write for people first then search engines always try to provide useful content or services.
2. Make sure the site’s architecture is crawlable and the metadata is opitmized for your keywords by adding things such as XML sitemaps and ensuring that you are opting into search engine indexing by making sure your robots.txt file is set to allow bots to index your site.
3. Look for smart, sustainable, and innovative marketing techniques.  Try and think beyond the current trends, think about things that maybe are not currently available which you have wished for, and then go and create them.  Also don’t be afraid to mix tradition with some untradtional techniques.  Just like in pays to have a diversified portfolio in the stock market it pays to employ a large variety of marketing tactics as part of a good overall marketing strategy.