A review of proper and unethical Search Engine Optimisation techniques
By NicheMarketer. Filed in SEO |Tags: Ethical Methods, Ethical Practice, Google, Grammatical Errors, Longevity, Marketing Services, Meta Tags, Metrics, Robot, Robots, Search Engine Optimisation, Search Engine Placement, Search Engine Results, Search Engines, Search Google, Search Keyword, Spelling, Unethical Practice, Unethical Practices, User Experience
Search Engine Optimisation (SEO) should constantly be carried out in an ethical way so that the Search Engine Placement of the client website will be on the initial page of a list of organic search engine results. These results will usually follow a list of sponsored sites that are pertinent to the search keyword(s) typed in.
The procedure by which a search engine, e.g. Google, understands which web sites are significant to the keyword(s) submitted for search, is by having formerly indexed the pages and stored the results in a database. Thus by searching the index for the keyword(s) a fast action is assured, normally in less than a second.
The search engines use a program to compile the database, known as a robot or spider, and these robots have been developed and refined to recognise unethical practices that they find on web pages, which they could well then eliminate from the index. In some cases the web site may be excluded as a whole.
The robot values the web pages by several metrics: The amount of times a keyword is found on a page, and the amount of times independent 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 using a keyword many times in a web page, in general 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 focus on what the user experience will be, so the page text should be appropriate to the page title and the page title should mirror 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 highlight the goods or service that the page is about. Keywords should be part of the typical flow of text and repeated simply as often as rational reading allows. For keywords in Meta tags a unique list of keywords should be used.
Links to the page:
Unethical Practice:
An unethical business may create what are known as Doorway Pages, where the text is probably just keyword stuffing and a link to the promoted web site.
Ethical Practice:
The ethical system is to create meaningful pages that can be read by a user and have links to the client site.
If looking for a Search Engine Optimization Company, ascertain which methods they use before committing yourself to their services.
