White marketing techniques refer to ethical and correct practices to bring organic traffic to a SEO optimized website. SEO is the abbreviation for Search Engine Optimization and represents an active practice of optimizing a web site in order to increase the organic traffic the site receives from search engines.

It consists of making the site search-engine friendly, by adding SEO content, thus getting higher positions in search results. Optimizing a website for search engines requires looking at many unique elements but it is a great white marketing strategy for increasing the site's relevance.

Unlike an advertising campaign, the SEO process has long duration results, more specifically that the increased number of visitors from organic traffic on the search engines doesn't end when the optimization process ends.

The final goal of a seo optimized website is to increase the organic traffic coming from the search engines.

A big part of a search engine white marketing campaign is writing press releases that have gone through a press release optimization process. A press release optimization means focusing on a set of keywords that have to appear in the press release with a significant density, keywords that will link to the website.