Its difference from SEO is most just portrayed as the difference between paid and unpaid concern ranking in search results page. Its function concerns prominence extra so than importance; site programmers need to concern SEM with miraculous value with consideration to presence as most navigate to the primary listings of their search. In November 2015, Google launched a full 160 web page variation of its Search High Quality Rating Standards to the public, which disclosed a shift in their emphasis in the direction of "efficiency" and mobile search. A SEO method is taken into consideration white hat if it satisfies the internet search engine' guidelines and also includes no deceptiveness.