A Search engine optimization company can select to use ethical or unethical SEO methods, also known as white-hat and black-hat techniques. The names white-hat and black-hat come from old cowboy shows where the good guys wore white hats and the bad guys wore black hats. There are also the lesser discussed grey-hat procedures which, while not totally unethical, do cross a few boundaries.
For companies whose main purpose is Search Engine Placement, and on top of that instant placement on Page 1 of a search, this can actually be attained by use of unethical techniques. Excessive use of keywords and phrases (known as keyword stuffing), or use of key words unseen in the meta tags or overused in the titles, can all help to boost the position of a company’s web site for a time. However, if there is a soaring bounce rate for a web site, it will lose credibility with the search engines very quickly and end up with the web site being banned. Also, it is highly unlikely that many of these searches will really create business for the web site.
Link farms can also be used to attach credence to a web site, as it allows large numbers of links within your web site, but these often have no bearing at all on what your web site is concerning and end up annoying the searcher. Use of mirror sites, whereby the identical content is used on replica sites, the only difference being the URL are again used simply to manipulate search engines. As search engine spiders become more sophisticated, it is difficult for businesses to cheat search engines over a period of time, and when they are caught, they may be black-listed and find it more or less impossible to get back onto a search engine index again. You are then going to lose an opportunity for easy Online Marketing and could end up losing your company.
White-hat, ethical techniques can be used by a Search Engine Optimization Company to make sure of a long lasting offer, useful to the search engine and the user, and which are not in place to deceive or manipulate the search engine placement for the client. Initially, optimising the use of quality key words that are identified, means that the web site has a stable foundation. A good title on each web page, and a site map to help the user and search engine spider to steer around the site are also good ethical techniques to employ.
Once the web site has been optimised, search engine placement can be improved by such actions as link building, producing press releases, writing articles and blog marketing. Over time search engines will accept that the web site has positive results and will improve its credence, leading to good online marketing for the web site.
From this you can see that it’s far better for everybody involved if you keep to the rules (written and unwritten) and treat all the stakeholders in the Internet Searching Process with respect and empathy, and make sure that nothing you do is detrimental to any of the stake-holders. In short, treat them as you would want to be treated. “Do unto others” etc.
Welcome, and Thanks for visiting... If you find this page useful, you might want to subscribe to the RSS feed for updates on this topic.
TPA Related Websites
