Search engine optimization (SEO) refers to the family of techniques designed to improve the ranking of a website with search engines. SEO work is often grouped with search engine marketing. The search engine optimization industry can be broken down into two camps or methods: "white hat SEO" (techniques approved by search engines like growing content and improving site quality) and "black hat SEO" (tricks such as directory spamming and cloaking). White hatters (like ourselves) believe in using only publicly approved techniques to ensure that their clients are never blacklisted by search engines; while black hatters believe that SEO is an attempt to manipulate rankings, and that the particular techniques one uses to rank well are irrelevant.