Search engine optimization services that stay within Google guidelines and don‘t receive penalties from Google updates like Panda and Penguin generally fall into the category of “white hat” SEO. White hat SEO tactics include things like optimizing on–page content, improving user experience and usability, building links through quality content, and gaining backlinks through digital PR. On–page optimization is one of the cornerstones of a successful SEO strategy. This includes things like optimizing the title tags, body content, headers, images and meta descriptions to include high performing keywords. User experience and usability are important to a successful SEO campaign. Making sure the website loads quickly and is easy to navigate, is key in getting users to stay on the page for a longer duration of time. Design elements like font size, contrast, and a well designed navigation structure are important considerations for SEO. Link building is another key element of SEO. Quality content is the main way to build links on the web. Creating informative, engaging and authoritative content on a variety of topics related to the business helps build links from relevant and authoritative websites. Digital PR is another useful way to build quality backlinks. This includes connecting with bloggers and journalists in the same industry to share news and stories related to the business. This helps them gain exposure and build strategic relationships. By following these “White Hat” SEO techniques, SEO firms can ensure that they stay within Google guidelines and avoid penalties from Google updates such as Panda and Penguin.