Search Engine Optimisation (SEO) should always 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 set of organic search engine results. These results will in general come after a list of sponsored sites that are pertinent to the search keyword(s) entered.

The method by which a search engine, e.g. Google, sorts out which web sites are significant to the keyword(s) submitted for search, is by having previously indexed the pages and filed the results in a database. Thus by searching the index for the keyword(s) a fast reply is assured, typically in the order of under a second.
The search engines use a program to do the indexing, 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 may well then leave out from the index. In some cases the web site may be excluded as a whole.

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

For clients operating Online Marketing services, it is important that their web sites are long running as they may well support a lot of other clients.

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical exercise of using a keyword lots of times in a web page, typically by using text that is the same colour as the backdrop so that it will not be seen by a searcher but will be seen by the robot.
This can also be used for keywords in Meta tags in the html head of the web page code.
Ethical Practice:
Ethical methods focus on what the user experience will be, so the page wording should be pertinent to the page title and the page title should reflect the link that was used to reach it, as well as the actual content. Content should be cautiously written in good English with no spelling or grammatical errors, and should stress the product or service that the page is concerning. Keywords should be part of the typical 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 content is probably just keyword stuffing and a link to the desired web site.
Ethical Practice:
The ethical method is to create meaningful pages that can be read by a user and have links to the client site.

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


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