A review of proper and unethical Search Engine marketing methods

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

The method by which a search engine, e.g. Google, sorts out which web sites are pertinent to the keyword(s) submitted for search, is by having previously indexed the pages and filed the results in a database. Thus by looking through the index for the keyword(s) a fast action is assured, normally 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 distinguish unethical practices that they find on web pages, which they could well then exclude from the index. In some cases the web site may be excluded in it’s entirety.

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

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

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of repeating a keyword many times in a web page, in general by using text that is the same colour as the backdrop so that it will not be viewed by a visitor but will be seen 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 wording 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 cautiously written in good English with no spelling or grammatical errors, and should emphasise the goods or service that the page is concerning. Keywords should be part of the usual flow of text and repeated only as often as reasonable reading allows. For keywords in Meta tags a exclusive list of keywords should be used.

Links to the page:
Unethical Practice:
An unethical individual may create what are known as Doorway Pages, where the content is probably just keyword stuffing and a link to the promoted web site.
Ethical Practice:
The ethical method is to create significant pages that can be made sense of 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.

Filed under: About AskAME

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