A run through ethical and unethical Search Engine marketing practices

Search Engine Optimisation (SEO) should at all times be conducted 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 normally come after a list of sponsored sites that are relevant to the search keyword(s) typed in.

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 formerly indexed the pages and stored the results in a database. Thus by looking through the index for the keyword(s) a fast response 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 produced and refined to identify unethical practices that they find on web pages, which they may well then eliminate from the index. In some cases the web site may be excluded altogether.

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

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

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical exercise of displaying a keyword lots of times in a web page, normally by using text that is the same colour as the background so that it won’t be viewed by a searcher but will be searched by the robot.
This can also be done for keywords in Meta tags in the html head of the web page code.
Ethical Practice:
Ethical exercises concentrate on what the user experience will be, so the page content should be significant 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 emphasise the goods or service that the page is regarding. Keywords should be part of the general flow of text and repeated simply as often as rational 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 text is probably just keyword stuffing and a link to the supported web site.
Ethical Practice:
The ethical method is to create useful 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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