High Accessibility Is Effective Search Engine Optimization (A List Apart)

Many web designers view search-engine optimization (SEO) as a “dirty trick,” and with good reason: search engine optimizers often pollute search engine results with spam, making it harder to find relevant information when searching. But in fact, there is more than one type of search-engine optimization. In common usage, “black-hat” SEO seeks to achieve high rankings in search engines by any means possible, whereas “white-hat” SEO seeks to code web pages in a way that is friendly to search engines.

In Using XHTML/CSS for an Effective SEO Campaign, Brandon Olejniczak explains that many web design best practices overlap with those of white-hat SEO. The reason is simple: such practices as separating style from content, minimizing obtrusive JavaScript, and streamlining code allow search engines to more easily spider, index, and rank web pages.