Search engine marketing is a contest and war of gaining top and higher ranking in search engine listing. Some search engine optimizers often pollute search engine results by introducing spam, which makes it harder to find relevant information when searching. These optimizers are called “black hat” optimizers who seek to achieve high ranking by any means possible. On the other hand, there are SEOs who seek to code the web pages in a way that is friendly to search engines; these SEOs are called “white-hat” SEOs. There are various factors, which can determine effective search engine marketing.
A website’s accessibility greatly determines its search engine ranking. Similarly, a website that is easy to navigate encourages users to frequent re-visit.