SEO is Search Engine Optimization. 
SEO is a digital marketing ways that increases the presents of web pages in top search engine via organic ways (no pay). 

SEO also includes methods and ideals to develop page rank, traffic of a web pages.

Have you been in the SEO industry for long time, then you know there is a definitive line drawn in the industry sand.

On one side are black hats.

Other Side are White (or gray) hats.

What is a black hat SEO?

Black-hat SEO is broadly said to be the way to improve the ranking of websites through improper Technics & methods. Usually the optimization method used by Black Hat SEO is very radical and wrong. Black Hat SEO cares about how to influence the crawling and ranking of search engines in various ways. It does not care whether the user experience or content is valuable. So The main purpose of the search engine to improve user experience and content quality, black hat SEO cannot do that.

What is a white hat SEO?

White Hat SEO has played a role in improving and standardizing website design. White Hat SEO is more friendly to search engines and users. White Hat SEO can get more reasonable traffic from search engines, and Google search engine is extremely encouraged and supported "White Hat SEO."

There are two ways to improve your site’s rankings and traffic. One is to use Google Adwords ads to achieve short-term exposure and traffic, but as time goes by, if you don’t continue to serve ads, you’ll lose your performance, and long-term delivery will Continue to accumulate and increase advertising costs.

For Good result & ranking in search engine, one must find Professional Search Engine Optimization Specialist who can do white hat SEO. Able to rank your website.