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Everybody has an email address these days. And there are countless companies offering email services, usually for free. Does it matter how you receive your email? Does it matter what your email address is?

Search engine optimisation is about presenting your website in a way which search engines can understand it better, and hence rank it better. The search engines are aware that people actively optimise their websites so that they can get better rankings and in a lot of cases, they give hints on how to do this effectively.

However, there is another side of search engine optimisation which is to try to trick the search engines into giving higher rankings than the website naturally deserves. The methods used are known as Black Hat techniques, as opposed to the preferred White Hat methods.