What is SEO ?

[Mary]

White hatters condemn black hatters for employing unfair tricks to manipulate search rankings. Black hatters, on the other hand, argue that SEO is nothing but an attempt to manipulate rankings and as such the methods one uses to improve rank are immaterial.

Mary

[paul]

If you go through the google laid SEO principle you will find that how google hate those manipulators and penalize them, Google even warned the webmaster not to approach even those seo companies who "guarantee" to improve ranking.

I agree that google has come up with many changes recently but even they are well prepared to kick out those black hatters who are engaged in originating the unfair tricks for manipulation.

google.com/support/webmasters/bin/answer.py?answer=35291&query=seo&topic=0&type=f

Google they are especially interested in how visitors use your site, how often they return and how often they use links leaving your site.

Hence the shortest route is always remain the straight line follow the sound SEO principle to sustain with organic search results of any search engine.