Within The Search Engine Marketing Sector There Are Both Ethical And Unethical Companies Operating
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A Search engine optimization company can choose to use ethical or unethical SEO techniques, also known as white-hat and black-hat techniques. The names white-hat and black-hat come from old cowboy films where the decent chaps wore white hats and the bad guys wore black hats. There are also the less well know grey-hat techniques which, while not entirely unethical, do cross a few boundaries.
For companies whose main aim is Search Engine Placement, and on top of that immediate listing on Page 1 of a search, this can actually be attained by use of unethical processes. Over use of keywords and phrases (known as keyword stuffing), or use of key words out of sight in the meta tags or overused in the titles, can all help to advance the position of a company’s web site for a time. However, if there is a high bounce rate for a web site, it will lose integrity 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 in reality create business for the web site.
Link farms can also be used to improve credence to a web site, as it allows large numbers of links within your web site, but these often have no relation at all on what your web site is about and end up exasperating the searcher. Use of mirror sites, whereby the same content is used on duplicate sites, the only difference being the URL are again used just to manipulate search engines. As search engine spiders become more sophisticated, it is difficult for organisations to cheat search engines over a period of time, and when they are found out, 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 processes 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 hoodwink or manipulate the search engine placement for the customer. Initially, optimising the use of quality key words that arise, 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 navigate around the site are also good ethical processes to employ.
Once the web site has been optimised, search engine placement can be bettered by such actions as link building, producing press releases, writing articles and blog marketing. Over time search engines will understand 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 accept that it’s far better for everyone 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 ensure 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.
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