The right type of SEO is crucial to your success and the success of your site. The internet is not the Wild West that it used to be, where it often seemed like everything and anything could be done to get more traffic. With that traffic now controlled by the largest search engines -- namely, Google -- it's important to follow all of their regulations. Breaking them could get a site deindexed and drastically impact traffic. This may not be permanent, but it can be if the site owner does not fix the issues and get the site indexed again. Even if the issues are eventually rectified, it can cost an enormous amount in exposure, traffic and placement within the search results.