There are two primary parts to Google SEO web design strategies: on-page optimization and off-page optimization. SEO techniques can be divided into categories: white hat techniques, those that are acceptable by the search engines and are the recommended ways of improving rankings, and black hat techniques, those which are deceptive and result in Google penalties or being banned by the search engines. When SEO is done correctly and built into the web design process, SEO services will add value to the website experience by making the website search-engine friendly, a better user experience, and greatly helping businesses achieve their online marketing goals.