Top search engine rankings are hard to achieve. It means unbending dedication, remarkable expertise, and sometimes - considerable amount of money. As an SEO enthusiast, I should know.

Web search engine optimization is a pretty risky endeavor. If you're not careful some SEO techniques could give detrimental effect to your site. Take Google search engine and BMW web site. The latter was banned by the search engine for using hidden keywords. This strategy is part of black hat SEO techniques which are detested by major search engines.

SEO may mean dark art - especially if you're practicing black hat. It may be full of cheats. But before your web site suffers the most painful penalty - which is getting banned by search engines - better stop using black hat.

Search engines are essential. There's no denying it. But netizens only use 5% of their net time on search engines. What are done with the remaining time? Well, the time is spent on browsing, reading, surfing, watching videos, and more.

To maximize my SEO leverage at the same time avoid some pitfalls, I use the following methods:

• viral marketing
• e-mail marketing
• niche marketing
• giving freebies
• affiliate schemes
• online communities and forum networking
• interactive online ad
• content generation
• online PR

Other methods worth practicing include podcasting and mobile device marketing.