Two Types of Search Engine Optimization (SEO):

White hat SEO defines an SEO method that fulfils Google and Bing search engine principles, whereas black hat SEO that employs deceptive techniques search engines condemn. For instance, professional SEO apply hidden text or position keyword phrases off the screen where human cannot read. Also, this indicates a black hat SEO technique and should prevent at all cost. Major search engines have become deeply rigorous now to reprimand website for deception.

One infamous SEO example was the Google removal of both BMW Germany and Ricoh Germany in February 2006 for use of misleading SEO practices. Both companies, however, quickly apologized, patch up the offending pages, and were restored to Google's list - Source Wikipedia Another infamous example was the February 2011 Google removal of JC Penny website for use of black hat link farm – Source CNN Fortune

Although there's no magic speedy SEO formula, an individual website using white hat SEO can reach a good search ranking within 1-3 months.
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