On-page SEO should be consistent as it determines the success of SEO campaign. It is important to apply the concepts of on- age SEO successfully to your website to route more traffic and to achieve better ranking for your sites.
White Hat Vs Black hat techniques
White Hat SEO is the Search engine optimization technique that strictly adheres to the Google’s webmaster guidelines. On the sharp contrast Black Hat technique do not follow those guidelines. Though Black hat techniques are not illegal, it works against Google guidelines. Black hat is similar to gambling and it is not an ethical practice in terms of SEO.
In spite of all these, black hat techniques are still followed by lot of people in the SEO world and some businesses without any hesitation actively use this technique for achieve higher ranking and more traffic. However black hat techniques offer only short term success and Google with its advanced and sophisticated algorithms will easily find it and would create great havoc to your site.
Since Google have more internet researchers in Australia, it is safe and secure to use white hat techniques. The results may not be fast but it would surely provide long term success after a period of time.
You can find display of text under the page title in SERPs giving a brief description about the page; this is called Meta description. Human readers and search engines get an idea about the page seeing these descriptions. They come with HTML tag with label as Meta description. It can have up to 160 characters focusing towards human readers with brief and informative description which would always be in sales point of view or an advertisement to the page.