SEO in e-commerce: Balancing between white and black hat methods

Search engines are constantly improving the algorithms to bring the most relevant search results to users. Search engine optimization evolves with them. This research is based on balancing between good practices in search engine optimization and making mistakes while using particular optimization method which causes that web page is considered as less worthy or even spammy. New methods have been developed to avoid being declared as black hat and degradation by new algorithms. It has been shown which of those methods are being used in practice by several e-commerce in Croatia and which are being overlooked.