A run through ethical and unethical Search Engine promotion techniques

Search Engine Optimisation (SEO) should at all times be done 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 normally come after a list of sponsored sites that are significant to the search keyword(s) entered.

The procedure by which a search engine, e.g. Google, understands which web sites are relevant 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, usually 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 altogether.

The robot ranks the web pages by several metrics: The amount of times a keyword is listed on a page, and the amount of times different sites link to the page.

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

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of repeating a keyword lots of times in a web page, normally by using text that is the same colour as the backdrop so that it won’t 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 exercises focus on what the user experience will be, so the page wording should be relevant 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 carefully written in good English with no spelling or grammatical mistakes, and should emphasise the goods or service that the page is regarding. Keywords should be part of the usual flow of text and repeated just 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 desired web site.
Ethical Practice:
The ethical system 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 SEO Company, ascertain which methods they use before committing yourself to their services.

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