A run through proper and unethical Search Engine promotion systems

Search Engine Optimisation (SEO) should at all times be done in an ethical way so that the Search Engine Placement of the client website will be on the 1st page of a list of organic search engine results. These results will usually follow a list of sponsored sites that are applicable to the search keyword(s) entered.

The procedure by which a search engine, e.g. Google, decides which web sites are relevant to the keyword(s) submitted for search, is by having previously indexed the pages and stored the results in a database. Thus by searching the index for the keyword(s) a fast action is assured, typically in less than a second.
The search engines use a program to do the indexing, known as a robot or spider, and these robots have been built and refined to distinguish unethical practices that they find on web pages, which they might well then eliminate from the database. In some cases the web site may be excluded in it’s entirety.

The robot values the web pages by several metrics: The number of times a keyword is found on a page, and the number of times other sites link to the page.

For clients operating Online Marketing services, it is important that their web sites have longevity as they may well sustain lots of other clients.

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of repeating a keyword lots of times in a web page, generally by using text that is the same colour as the background so that it will not be seen by a visitor but will be identified by the robot.
This can also be done for keywords in Meta tags in the html head of the web page coding.
Ethical Practice:
Ethical methods concentrate on what the user experience will be, so the page content should be relevant to the page title and the page title should replicate the link that was used to reach it, as well as the actual content. Content should be carefully written in good English with no spelling or grammatical errors, and should emphasise the product or service that the page is concerning. Keywords should be part of the usual flow of text and repeated just as often as sensible reading allows. For keywords in Meta tags a exclusive list of keywords should be used.

Links to the page:
Unethical Practice:
An unethical optimizer may create what are known as Doorway Pages, where the text is probably just keyword stuffing and a link to the supported web site.
Ethical Practice:
The ethical approach is to create meaningful pages that can be made sense of by a user and have links to the client site.

If looking for a Search Engine Optimisation Company, ascertain which methods they use before committing yourself to their services.