A run through ethical and incorrect Search Engine Optimisation 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 initial page of a set of organic search engine results. These results will generally come after a list of sponsored sites that are appropriate to the search keyword(s) entered.

The procedure by which a search engine, e.g. Google, understands which web sites are appropriate to the keyword(s) submitted for search, is by having previously indexed the pages and stored the results in a database. Thus by searching the index for the keyword(s) a fast response is assured, usually in the order of under 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 may well then exclude from the database. In some cases the web site may be excluded in it’s entirety.

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

For businesses operating Online Marketing services, it is important that their web sites have longevity as they may well maintain many other clients.

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical exercise of repeating a keyword many times in a web page, generally by using text that is the same colour as the background so that it won’t 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 exercises 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 mistakes, and should highlight the goods or service that the page is about. Keywords should be part of the typical flow of text and repeated just 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 developer 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 approach 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.

Filed under: About AskAME

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