An SEO company takes into consideration how a search engine’s algorithms work and what people are searching for to increase a website’s relevance. They analyze a website’s coding, structure, and presentation to determine if there are any problems that are putting off search engine indexing. The SEO company may also include content on their website. They do this so the search engine spiders will pick up both the new and old content for a higher ranking. Optimizing the site also involves keeping the website accessible and appealing. SEO tactics could possibly be used in the development and design of a website due to the changes that occur to a websites HTML source code. Another SEO tactic that could be used can be considered “search engine optimization friendly”. This involves website designs, content management systems, menus, and URLs. To break it down further, SEO is divided into two categories: “white hat marketing” and “black hat marketing”. The search engines refer to white hat marketing as a good design where marketers’ work within the TOS of a search engine this technique encompasses extensive keyword research. Black hat marketing is referred to as taking extensive risks in exchange for receiving search engine market share.