I frequent many SEO and Web Marketing forums on a regular basis and once in awhile there’s a debate concerning the SEO industry and ethics. After being involved with a number of these debates, it has become really obvious that the main issues are the facts that no two SEO companies are alike and there’s no unified methodology. It’s quite difficult to produce statements about the industry all together because it’s debatable what exactly’SEO’is. Mix in the truth that most SEO companies keep their methodology and campaign strategies secret and we’ve a scenario where every company is totally different with different results.
Fact 1 : There’s no unified SEO methodology. SEO is clearly defined by wikipedia as an activity of improving traffic from SERPs to a site. Needless to say, HOW they do that is the true question and causes the debates.
Fact 2 : The potency of an SEO campaign depends on the internet site structure, site content, keywords, methodology used, and how popular the site is. A site cannot just rank for almost any random keyword. SEO can be not voodoo. รับทำ seo It’s logic, problem solving, and Web marketing mixed together. If your website provides no value to users, it probably won’t rank.
Fact 3 : Some’SEOs’do search engine optimization and some do search engine manipulation. Needless to say, it’s all marketed as SEO. Unethical optimization provides results at any cost and is definitely short-term (usually ends in a banned domain name). Ethical optimization opens up the site to the search engines and provides long term benefits.
Fact 4 : Most SEO companies receive money whether your website gets any rankings. Unfortunately, here is the case with the industry. Most SEO companies implement A, B, and C and move on to another location client. Hopefully, the site ranks. If it doesn’t, they always have more clients.
Fact 5 : Most SEO companies use both ethical and unethical inbound linking strategies.To maximize profits, it’s very common for SEO companies to purchase bulk links from India, links on spam/scraper internet sites, or sell large directory submission packages. It can be common for SEO companies to position huge levels of the contract into inbound linking to replace with the indegent quality of the site optimization.
I don’t believe it is fair to characterize the industry all together without determining what is wrong with it and how SEO companies can overcome it. So how exactly do we determine what is good and bad about the industry? I’ve now been associated with the Web for over 10 years and, specifically, with the SEO industry for nearly 4 years and I’ve seen the inner workings of major SEO companies and caused clients who’d been burned by their previous SEO campaigns. Combined with numerous Web postings and forum debates talking about the same basic problems, I’ve compiled an inventory of the most common issues.
Problem 1: Responsibility for Results
It’s no secret that the great majority of SEO companies take no responsibility for results. It’s an undeniable fact that no SEO company can guarantee results (and should they do, they’re lying to you). It can be an undeniable fact that the client is going for a risk by spending money by having an SEO company that basically says’We’ll do what we can ‘. SEO companies simply guarantee they’ll do the job to’optimize’the site, but without full disclosure of their methodology, what exactly could be the client investing in? No other industry sells something with no guarantees and no specific set of work which is completed. Needless to say, SEO work is simply the sales of information and keeping the specifics of a methodology is very important, nevertheless the mixture of secrecy and no responsibility for results really makes SEO campaigns risky. So, just how can an SEO company reduce the chance for the client and provide the very best grade of service?
Answer 1: Incentive Based Pricing
Really the only way to reduce the financial danger of the client is to talk about the risk. Through incentive-based pricing, the SEO company may charge a particular percentage of the full total contract (say 70%) to cover their intellectual property and time while placing the remaining contract price (remaining 30%) in incentives for success. Needless to say, incentives and their percentage of the contract would be totally relative with regards to the campaign. This first faltering step into sharing in the chance provides both reassurance to the client that the organization believes in its methodology and places some of the financial burden of the campaign on the SEO company. Right now, however, very few SEO companies are willing to talk about in the chance and charge the exact same price whether the client gets top rankings or no rankings at all (or possibly even lower rankings).
Problem 2: Unethical Optimization
Unfortunately, unethical (or blackhat) optimization is still very prominent on the Web. Additionally it is unfortunate that’SEO’has been mistakenly confused with’Blackhat SEO ‘. This is still the greatest problem for SEO companies. Saying that SEO companies deal in blackhat optimization is similar to saying everyone who emails is a spammer. Blackhat optimization isn’t optimization at all…it is search engine manipulation. While there is so much money associated with top rankings, there can be a market for unethical SEO and search engine spam. Until companies realize what is ethical and unethical and stop supporting those blackhat SEO companies, they will continue to thrive. This makes the industry all together look bad and doesn’t reflect the ethics of good SEO companies. Blackhat provides fast, short-term results, but is never a great option in the long run.
Answer 2: Ethical Optimization
There’s no quick and easy means to fix blackhat optimization’s stain on the SEO industry. I would declare that all marketing departments research optimization techniques and educate themselves on what techniques are unethical. No SEO company is going to say they do unethical optimization. Additionally it is not a good idea to immediately trust an organization or product based simply on the rankings. Unethical optimization DOES provide rankings…just not for the long run.
It would also be helpful if the major search engines would be more open and accessible to SEO companies. Currently, the major search engines and SEO companies do not deal with each other and have formed a sort of love-hate relationship. Because of this, many ethical SEOs have slowly moved into dark territory. Ethical optimization seeks to produce sites more easily accessible to the engines and help to enhance the engine’s search results. The problem is that the search engines mainly clump all SEO companies together the exact same way as uninformed users do: search engine manipulation. This is simply not the case. Search engines do not wish to reveal what they consider unethical because it would basically be providing a list of holes within their algorithms that blackhat SEOs would be able to manipulate further, but a defined set of’what not to accomplish’would provide a certain list for businesses looking for an SEO company.