I've been active in the Seal Beach SEO business for several years now and the reference of the word ethos and best practices in what's still an unregulated business creates a degree of confusion the likes of which I haven't noted in another business. Why does this unwillingness to discuss ethics and best practices exist?
The confusion appears to come in the way that search engines rate websites. Each search engine has an algorithm that will be a sophisticated approach to giving a value to your website that will ensure it is returned in the search results when a related keyword is typed into an internet search engine. The SEO industry is highly focused on examining these algorithms and using any knowledge obtained to change and rate sites. Request any two SEO's what they consider being ethical in their quest for top results and you'll most probably get two different responses. Thus, the insufficient understanding of what's ethical and what's not.
So where could we begin? Our obligation should begin with your client and our obligations to them. An ethical business will consistently show devotion and admiration for their customer. This really is true whether they're an SEO, a physician or an accountant.
Having sensible business practices and a professional way of all that you do then we can go onto the 'search engine guidelines.' All the leading search engines and directories print their own guidelines of use for webmasters. This should function as minimum that Seal Beach Search Engine Optimization professional complies with when working on a customer's website. Search engines have a right to protect the integrity of the results and the SEO professionals should honor those guidelines.
Seal Beach SEO professionals are classified as 'white hat,' and 'black hat.' Sadly blackhat techniques can sometimes adversely impact the websites ranking and worse, get their customer's websites prohibited.
Blackhats traditionally play to the psychological demands of the customers and frequently convince them to part with their cash without giving clear and specific advice on the changes they are going to make to their websites. In case a customer is completely conscious of the threats and is prepared to buy into temporary gain then that's their option. Nevertheless, many Blackhat SEO's don't reveal their strategies. You happen to be the person who will get audited, prosecuted and must pay enormous fines.
Additionally, they do the search engines and the search users an enormous disservice by leading to inferior quality of results.
The search engines say that almost any exploitation to get a website rated is a danger against them and the relevancy of their results. White hat professionals will say they are not controlling websites but instead repairing search engine barriers within a website. The dependence on their services is great as many website designers don't know the best way to incorporate search engine friendly layouts.
Last year a would-be customer contacted me after being burned by a "rogue" SEO firm who got their website (and others) prohibited from Google for junk strategies. Several weeks after they were contacted by the same "assassin" SEO firm under a fresh name. Maybe naively she nearly fell for it again. She reasoned that if they were prohibited after they'd do nothing wrong again! This exhibits the dearth of knowledge that consumers have regarding our business. They do not understand the difference between great and bad SEO. Individuals are being taken advantage of because in their dearth of knowledge.
Doing appropriate by your client? Ethos is frequently seen by many in the business as ballyhoo.
I believe the focus should be on serving users compared to controlling the search engines. SEO's who focus on making the websites the best that they are able to be for the end user will create a considerably better longer term impact. The SEOs who pursue algorithms and attempt to game the search engines get annoyed when there's an algorithm shift.
Only at that time, there isn't any initiative within the business to create a trade body which places a code of best practices. It's down to the consumer to practice "buyer beware" and ensure they practice due diligence in choosing an SEO. They must use even more care than they'd use to choose every other seller. In addition, I consider the business has a duty to provide instruction and resources for consumers and help demystify the profession.
Great SEO firms discuss their knowledge voluntarily. They conceal nothing to either customers or search engines. They understand they have a specialized ability and are proud of what they do. They get their results through effort and perseverance. In addition, they understand that to get the job done properly takes lots of time. They have been assured that in regards to hiring a professional, their fair and open approach to their own commerce will be recognized by organizations that simply need to work with the finest.
These are some golden rules I've composed on selecting an SEO.
o Just work with a business that follows search engine guidelines. (If I could just make one recommendation this would be it). Look on their websites for his or her webmaster guidelines.
o Just work with an organization that records the SEO procedure they're going to use to rate your website
o Just work with a business providing you with a written contract outlining their procedure and their prices
o Get at least four suggestions to your website and compare services prior to making a decision
o don't work with a business that offers guarantees of top positions. Nobody can offer these kinds of guarantees.
o tend not to lock yourself into a contract you Can’t get out of if you aren't getting results
o tend not to permit any work to be performed on your own website without your acceptance.
It's your website, not theirs. It's your duty to ensure the SEO doesn't use any techniques that would lead to having your website banned.
o Assess the businesses BBB (Better Business Bureau) report. Check for membership of another recognized trade bodies like the AMA (American Marketing Association) Many firms maintain that they're more reputable because they're part of SEMPO (Search Engine Marketing Professional Organization.) Yet this really is incorrect. All that's required to be an associate of SEMPO is a $299 annual subscription.
o don't work with a business that participates in site wide link exchanges. Question their linking strategies. Ensure they simply have a policy of linking with on-topic websites. Remember, your website is constructed for users, not for search engines. If your website is about computers and your link into a website that sells children's playthings how useful would you believe the link will be for your visitors?
o Request other businesses doing nicely on the Internet who they use for SEO. Constantly ask about the quality of customer service that's offered. It's not much use having a great SEO if you're able to never get your hands on them.
o If it seems too good to be accurate. IT'S!!!
In conclusion, the SEO business is a dynamic growing business. Any of these challenges is the understanding that outsiders have of SEO professionals being unethical. To counteract this many SEOs at the moment are marketing themselves as 'ethical SEO.' Yet, as the sector is unregulated it's as much as the consumer of the service to become educated and exercise care when choosing an SEO seller. As the interest in SEO continues to grow the amount of unethical professionals calling themselves SEOs will even grow. Seek out sellers who will willingly share knowledge and associate with one to supply the perfect result for your company.