You may have heard the terms “White Hat” and “Black Hat”, nothing to do with wizards, but from the old cowboy films where the good guy wore a white hat and the bad guy a black hat. Black Hat SEO are methods used by some people that can increase your Google rankings .. but only in the short term. Google does not approve of these methods. When they find out you have used them on your site, then you will be penalised or even barred from Googles rankings. If you have an East Lothian based website you may not be found by anyone using the phrase East Lothian. “White Hat” SEO utilises methods that Google approves of. Higher rankings take longer to achieve but by using these methods correctly then over time your site will move up the rankings, and more importantly stay there.
There are many “companies” out there who promise the earth when it comes to SEO. “A guaranteed page one listing”. “Links to hundreds of other websites”. Using their methods your site might well end up on page one. However, when Google finds out what you did to get there, your site will quickly disappear from their listings.