Search Engine listings are the preferred way to generate website traffic. This is often called pure search, organic or natural search.
Search engine optimisation specialists can be classified into two sections. Companies who are forever chasing the search engines and trying to react to changes in Search Engines Algorithms, and experienced companies who focus on developing websites, with lasting marketing benefits.
LSI (Latent Semantic Indexing) and advanced search engine artificial intelligence now means that results obtained using "hardcore SEO techniques" are extremely short term and often cause more damage than benefit.