A big hurdle to good SEO is making a page that satisfies the visitors and the search engine spiders. A site that is entertaining and informative might not be detected by the search engine at all. On the other hand, if a search engine is appropriately optimized, it may be very uninteresting to the visitors of the site. Usually, webmasters create a good site for potential visitors and then play around with the pageís design to make sure it is found by search engine spiders.
Another problem is the way in which search engine spiders crawl through pages with media files. Having some sort of a media file in your web page might be very desirable to a visitor to your site. But most search engines completely skip image and video content when they index a site. So, sites using a lot of media files find it even harder to get a good SERP position.
Webmasters of such pages that include a lot of media files should be careful not to resort to black hat techniques to help level the playing field, however. It is a bad idea to do that. Major search engines can detect, ignore and penalize sites that use such methods. Such webmasters should use keywords in the right places on their page and get links from other pages focussing on relevant content.
Evidently, SEO is not straightforward or easy. This is why webmasters use an SEO consultant. But it is always important to check the consultantís track record and credentials before going ahead and hiring him. If a consultant uses a black hat technique and the webmaster agrees even when he does not understand the implications, leaves both parties accountable.
There are many SEO firms which are legitimate and follow only white hat techniques.