Taking SEO to the C-Level

In the eyes of search engines, there are techniques considered good SEO (i.e., white hat) and bad SEO (i.e., black hat). Black hat techniques are penalized by being ranked lower or, in a worst-case scenario, can result in a website's delisting.

Nevertheless, a website featuring unique content that's refreshed regularly, contains the right keywords distributed carefully throughout the site, and includes links pointing back to this content from other relevant sites stands a good chance of being ranked highly by search engines.