A run through proper and unethical Search Engine marketing systems

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 1st page of a list of organic search engine results. These results will typically follow a list of sponsored sites that are relevant to the search keyword(s) entered.

The procedure by which a search engine, e.g. Google, figures out which web sites are significant to the keyword(s) submitted for search, is by having earlier indexed the pages and filed the results in a database. Thus by looking through the index for the keyword(s) a fast reply is assured, normally in less than 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 eliminate from the database. In some cases the web site may be excluded in it’s entirety.

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

For oprganisations 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 lots of times in a web page, generally by using text that is the same colour as the backdrop so that it will not be seen by a user but will be identified 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 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 cautiously written in good English with no spelling or grammatical mistakes, and should stress the product or service that the page is regarding. Keywords should be part of the usual flow of text and repeated only as often as sensible reading allows. For keywords in Meta tags a unique 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 text is probably just keyword stuffing and a link to the promoted web site.
Ethical Practice:
The ethical approach 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.

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