An Overview of correct and unethical Search Engine Optimisation 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 1st page of a set of organic search engine results. These results will normally 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, sorts out which web sites are significant 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, typically in less than a second.
The search engines use a program to do the indexing, known as a robot or spider, and these robots have been engineered and refined to make out unethical practices that they find on web pages, which they might well then eliminate from the index. In some cases the web site may be excluded as a whole.

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

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

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of displaying a keyword lots of times in a web page, in general 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 code.
Ethical Practice:
Ethical exercises concentrate on what the user experience will be, so the page wording should be appropriate 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 highlight the goods or service that the page is about. Keywords should be part of the typical flow of text and repeated merely as often as reasonable reading allows. For keywords in Meta tags a unique 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 desired 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 Optimisation Company, ascertain which methods they use before committing yourself to their services.

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