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There is always a thin line which separates the good from the bad and the right from the wrong. In the world of search engine optimization, this line is even thinner and the grey area exponentially large. While one technique is capable of getting the website to the top of the rankings, when not done diligently, this same technique can get it banned from future indexing. This makes it even more necessary to be extremely diligent and possess a clear understanding of what is acceptable and what is not.

Every aspect and technique for search engine optimization has two essential and divergent facets which are capable of deciding the eventual outcome of the entire process. The white hat techniques are ethnical while black hat techniques are not just unethical, but can leave the website vulnerable to getting completely banned by the search engines. Everything from content of the website, page elements to the tags and linking are capable of being used either way. When used in careful considerations of the ethics in the sphere, they can be instrumental in the creation of a successful optimization venture which provides substantial and subsisting results.

In Meta Tags, overstuffing or spamming of these keywords will not produce significant results with the sole exception of getting the site flagged as a black hat SEO site. In contrast to this, the presence of a well researched keyword which relates to the content of the page is capable of providing a good and acceptable Meta Tag. In terms of website content, the use of qualitative content which is based on the usage of a related keyword on every page is capable of allowing instant optimization. At the same time, it will amount to a black hat technique if there is a keyword centric hidden text or comment tags are employed for hiding the keywords.

Linking is another aspect which has gained prominence in the world of SEO and is being hailed as the effective answer to optimization issues. An inbound link to a websites page from another website is considered as a quality link and informative writing is sufficient to ensure its success. When the website resorts to link farming or the exchange of links with others solely to ensure enhanced rankings, it is a black hat technique which is capable of getting the website banned by all the search engines.

The page element on the website is another aspect which is capable of being used both ways. The creation of doorway pages aimed at spamming search engines is a black hat method which is aimed at funneling the keyword based traffic to the main website and is capable of easy identification by the search engines. At the same time, when the page elements are employed in breaking up of the page through the use of SEO centric headings, it will be more successful in generation of the required results.

In the absence of due care and diligence, it is easy to slip into the shady world of black hat SEO which is always self destructive for any website. While the difference between getting ahead and getting banned might be thin, it is still material and an existing reality.

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Given the infinite information and misinformation which circulates on the internet, it is not very difficult to get carried away with the flow. The arena of search engine optimization is in a state of continuous flux and it is hard even for a professional to keep up with the constantly evolving SEO techniques. While the nuances might differ, the essence remains the same. There are twelve cardinal mistakes which most amateur webmasters and even SEO professionals end up making. The end result is simply the lack of effectiveness of the comprehensive optimization techniques which are implemented by them.

1. Mega Styled Meta Information: The inclusion of too much Meta information is simple easy, but the insertion of more than ten will make the site vulnerable for penalty by the search engines.
2. Getting over-creative with the page title: The second common mistake is a long and winding page title. In order to achieve inclusive optimization, the best method is not exceeding 70 characters and always being precise.
3. Too much HTML is not good for your site: While there can be not better coding language than HTML, making the site design with HTML is a sure way to decrease the chances of recognition by the search engines. CSS or Cascading Style Sheets are simple, light and flexible, making sure that the website design remains search friendly.
4. Google blindness to amazing photographs: The insertion of a simple “alt” tab to the photographs is sufficient to get it noticed by Google and ensuring that people know what the image is about.
5. The domain expiry countdown: Search engines always prefer those which are going to be around. The simplest way is the registration of a domain name for a longer period and letting the search engines know that the site is going to be around for a long time.
6. Getting too good at linking: Simply hoarding the most links without any focus on relevance or quality is sufficient to get noticed by the search engines for all the wrong reasons. Even half the number of links is sufficient as long as they are qualitative and from a trusted website.
7. Ignoring URL’s: The URL’s with keywords are powerful tools and allow the accruing of a distinct advantage to the website in terms of optimization.
8. The Anchor text looks too familiar: The utilization of the same anchor text repetitively throughout the website is often the sole cause for lower rankings.
9. Link Acquisition is too good to be true: Natural link building is a process which requires time and patience. If a sudden acquisition of links is made, the search engines are bound to flag them as black hat sites.

10.  A flashy Flash website: While a Flash based website looks wonderful, it is not that attractive when it comes to the search engines and even the users. Even if Flash is going to be used, it is always necessary to provide a HTML alternative for making it easier for the search engines.

11.  Title Tags lost in the SEO flurry: Title tags are singularly important in the determination of rankings and should be carefully crafted.

The final mistake which everyone makes is constantly monitoring the rankings with a fluttering heart. It is better to spend the same time in optimization and improvement of the website and let Google worry about rankings.

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The real parameters which are utilized by the search engines are not common knowledge and all the search optimization techniques are based on the experience and analysis of the existing websites with higher ranks. Optimization is one word which is thrown into any conversation involving a website and has been revered as the singular means to resounding success of the website. In some cases, it has turned out to be counterproductive since it has shifted the focus from the creation and management of a qualitative website. The sole way of ensuring an all encompassing website dictates the need for merging optimization techniques during the nascent stages of website development.

It is always productive to starts from the basics when search engine optimization is to be achieved. Even for an already existing website, the more gainful course is the creation of a new web platform in place of a mere revamping operation. This is necessitated due to the importance of the basic web programming which goes into the evolution of the website and its profound influence on optimization. While keywords and Meta tags and linking are all important, the foundational infrastructure of the website and the language used in its construction plays a crucial role in search engine optimization.

The code used by the website together with the language employed for the purpose of programming is a useful tool which can be effectively used for the purpose of search engine optimization. A light code is always favored by the websites since they dislike slower loading pages. The best code for any website is still HTML. Java scripts and Flash are frequently employed for enhancing the design of the site but they can be completely ignored by the spiders. The same holds true for “iframes” which have a tendency to confuse the search engines as they make it difficult for the engines to analyze the linking structure of the site.

The use of tags is necessary for a boost in optimization but overuse always turn out to be counterproductive since it will create obstacles for the engines. The simplest method to avoid this is through the incorporation of CSS or Cascading Style Sheets. It has twin benefits which allow the ability of the inclusion of substantial information out of the body tags and removes the unnecessary code which is required by the fonts and their properties.

PHP is often used as an alternative for HTML and while it allows the creation of dynamic web pages and unmatched flexibility, the code is not search friendly. PHP is essentially server based and the code requires that the browser must get the information from the server database which leads to the addition of session id numbers and “get variables” to the url’s. This is capable of adding to the confusion of the spiders and making them skip these pages without indexing them.

The simplest and most efficient language is HTML and when it is created light, with optimization as its aim, it can effectively deliver significant results without any compromise on quality.

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