Search engine optimization (SEO) is loosely broken down into two approaches, White Hat SEO and Dark Hat SEO. Both approaches combine techniques that can be used to propel yourself to the top of Google search results.
As a designer and developer of high-quality, prestigious websites, I strive to make my work accessible and semantically correct and see myself as a White Hat SEO expert. The reason I adopt a White Hat approach to SEO is because I care about the quality of traffic arriving at my clients websites. I have first-hand experience of high traffic SEO and SEM campaigns that actually result in very little impact on the clients revenue. Sure, it is always a good thing to have more traffic to your site, but if that traffic doesn't convert into real revenue then it is a waste of time, money and effort.
I like to approach SEO from the perspective that a search engine is comparable to a customer with a visual impairment. Essentially a search engine is blind, it has no eyes to view your beautiful designs, the only thing a search engine can do is absorb the information you provide and try to find a place for it in the search results.
Try it for yourself, download a screen reader and let it rip, or if you are a Apple Macintosh user then you already have the ability to read aloud the text from a web page. If you need help or advice concerning SEO then please get in touch and remember good SEO is all about well written, keyword rich information within a well designed, semantically correct and accessible website that is designed for all users! Don't switch to the dark side of SEO.