Ever since all our information started to become digital and everyone got online, a new kind of collation emerged. The first prize: the highest position in all search result lists. The battle for awareness has gone virtual and everyone has to choose their weapon by implementing the best solutions offered by SEO (Search Engine Optimization).

Since 1990, SEO has started to collect more and more rules and best practises in order to propel websites on the highest places within search results. Now, SEO is considered a subcategory of online marketing and many companies are using this service in order to attract more clients.

Besides HTML tags, special attributes for images, structured links, correct sitemaps, titles, synonyms and word frequency, friendly URLs have become a very important aspect of SEO. Friendly URLs are considered to be a “White Hat” technology. All “White Hat” technologies come as opposite to “Black Hat” technologies. The last mentioned consist of illegal practices like cloaking or spams. Cloaking means that a search engine “sees” something else in websites content than a usual human visitor. All “Black Hat” practices lead to the exclusion of the website from the search index.