Good SEO is White Hat SEO. Bad SEO is Black Hat SEO. Google algorithms have become very sophisticated in the last few years. Google now understands the context of web content, and also understands user intent. It uses algorithms to produce accurate results in response to a search query. When good SEO is applied, it will work with these algorithms to help your content achieve more visibility in organic search results. There are many factors that affect the authority and rank of a website and its web pages, so it is recommended that you first conduct an SEO Audit as well as keyword and competitor research so you have the insight you need to make informed decisions that will help you to achieve your goals.