The ultimate goal of any company employing Search Engine Optimisation (SEO) techniques is to ascend the search engine ranking ladder. However, not every type of SEO will achieve this, at least in the long-term. There is good practice and bad practice; otherwise known as white hat and black hat SEO.
The distinction between white hat and black hat is important. Black hat refers to SEO practice which violates search engine criteria and is unethical in its pursuit of a higher ranking. Simply, to reap rewards from SEO, you need to play by the rules outlined by search engines – or be punished.