SUMMARY
Search Engine Optimization (SEO) is a technique which helps search engines to find and rank one site over another in response to a search query. SEO thus helps site owners to get traffic from search engines. Although the basic principle of operation of all search engines is the same, the minor differences between them lead to major changes in results relevancy. Choosing the right keywords to optimize for is thus the first and most crucial step to a successful SEO campaign. In the context of SEO, keyword density can be used as a factor in determining whether a webpage is relevant to a specified keyword or keyword phrase. SEO is known for its contribution as a process that affects the online visibility of a website or a webpage in a web search engine's results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers. It is the objective of this paper to re-present black hat SEO technique as an unprofessional but profitable method of converting website users to customers. Having studied and understood white hat SEO, black hat SEO, gray hat SEO, crawling, indexing, processing and retrieving methods used by search engines as a web software program or web based script to search for documents and files for keywords over the internet to return the list of results containing those keywords; it would be seen that proper application of SEO gives website a better user experience, SEO helps build brand awareness through high rankings, SEO helps circumvent competition, and SEO gives room for high increased return on investment.