White Hat SEO technique, as per the penguin guidelines. SEO mostly uses white hat techniques to optimize websites as per the Google guidelines. This includes techniques such as using proper keywords. Search engines web pages into categories based on keywords, which are important terms that are relevant to the content of the page. Most search engines use computer programs called crawlers or spiders in order to search the web and analyze different pages. These programs read web pages and index them based on the terms that appear often and in important sections of the page. Keywords are not the only significant factor search engines take into account when generating SERPs. Just because a site uses keywords well does not mean it is one of the best resources on the web. Most automated search engines use link analysis to determine the quality of a web page. Link analysis is the process that involves the search engine looking to see how many other web pages link to the page in question. Many more techniques exist with are vital to receive the most search engine return.niques exist with are vital to recieve the most search engine return.