Seo

"Some are prepared to pay for placement; others use Search Engine Optimization (SEO) hoping their result percolates up the organic SERP."

"Several people that I spoke to made a similar point: the best SEOs are the ones that follow Google's rules, which essentially ask you to make amazing websites without even thinking about Google. You are not supposed to make any attempt to artificially boost a website's ranking; you are supposed to be designing websites for human readers, not for the algorithm. And many SEOs do exactly this kind of work: rewriting copy, making a site load more quickly, etc. But the existence of good SEOs does not negate the presence of scammers and idiots and people who get ahead by violating Google's terms of service, just as the mild-mannered teacher's pet in a classroom does not negate the obnoxious shouting of the kids that refuse to behave. A few loud kids can easily drown everyone else out."