There are many steps you can take to improve the search engine ranking of your website. However, you need to be aware that certain techniques are considered ethical or honest and are referred to as "white hat", whereas others are considered unethical and are called "black hat." Still other effective tools and techniques may fall somewhere in the middle.

You should incorporate static improvements to your website such as organizing keywords density and title tags and including proper meta tags. However, providing fresh content is even more important to ensure spiders continuously find your site. Each time new content is added, the spiders will discover that your site has changed. The data centers will then update the information concerning your site. Search engines such as Yahoo! or Google consider sites that frequently add new content to be active and thus more relevant to online visitors. Search engines apply the very same principle if pages of your website that have been indexed continue to be modified or updated on a frequent basis.

Each time a search engine visits your website and discovers new content, it will recrawl your entire site. Search engines also consider how often your website content is updated and maintained when they assign a particular ranking. You may be wondering if there is a difference between adding new content to your website or merely altering existing content. One simple solution is to ensure the existing content of your web pages are automatically modified.

You can include a minor change to the code on your web pages to that the content will change with every page refresh. Crawling spiders will detect new online content, and they will return periodically to ensure their index is current. As soon as they discover that a web page has changed, the spiders will establish a new date to recrawl your site. The advantage is that the new date will be even sooner than the last one. When they revisit your site, they will discover once again that your site has changed. This will cause them to recrawl your site even sooner, at which point they will see even more new changes. Although some spiders have an hourly or daily crawl limit, this loop will continue indefinitely. This can help you to greatly increase your search engine rankings in a very short period of time.