I frequent many SEO and Web Marketing forums on a daily basis and from time to time there is a debate about the SEO industry and ethics. After being involved with several these debates, it is becoming really obvious that the key problems are the reality that no two SEO companies are alike and there is no unified methodology. It’s very hard to make statements about the industry all together because it’s debatable what precisely’SEO’is. Mix in the fact most SEO companies keep their methodology and campaign strategies secret and we’ve a predicament where every company is totally different with completely different results.
Fact 1 : There is no unified SEO methodology. SEO is clearly defined by wikipedia as a process of improving traffic from SERPs to a site. Of course, HOW they do that’s the true question and causes the debates.
Fact 2 : The potency of an SEO campaign depends on the website structure, site content, keywords, methodology used, and how popular the site is. A niche site cannot just rank for any random keyword. SEO can be not voodoo. It is logic, รับทำ seo problem solving, and Web marketing mixed together. If your site provides no value to users, it probably won’t rank.
Fact 3 : Some’SEOs’do search engine optimization and some do search engine manipulation. Of course, it’s all marketed as SEO. Unethical optimization provides results at any cost and is always short term (usually ends in a banned domain name). Ethical optimization opens up the site to the search engines and provides long haul benefits.
Fact 4 : Most SEO companies receive money whether or not your site gets any rankings. Unfortunately, this is the case with the industry. Most SEO companies implement A, B, and C and move on to another 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 get bulk links from India, links on spam/scraper the web sites, or sell large directory submission packages. It can be common for SEO companies to position huge amounts of the contract into inbound linking to replace with the poor quality of the site optimization.
I don’t believe it is fair to characterize the industry all together without finding out what’s wrong with it and how SEO companies can overcome it. Just how exactly do we determine what’s good and bad about the industry? I’ve now been a part of 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 had been burned by their previous SEO campaigns. Along 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 vast majority of SEO companies take no responsibility for results. It is a fact that no SEO company can guarantee results (and should they do, they’re lying to you). It can be a fact that the client is having a risk by spending money having an SEO company that basically says’We’ll do what we can ‘. SEO companies simply guarantee they’ll do the work to’optimize’the site, but without full disclosure of the methodology, what precisely could be the client investing in? No other industry sells a product without any guarantees and no specific listing of work which is completed. Of course, SEO work is simply the sales of information and keeping the specifics of a methodology is essential, nevertheless the combination 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 most effective grade of service?
Answer 1: Incentive Based Pricing
Really the only way to reduce the financial risk of the client is to talk about the risk. Through incentive-based pricing, the SEO company may charge a certain percentage of the sum total contract (say 70%) to cover their intellectual property and time while placing the rest of the contract price (remaining 30%) in incentives for success. Of course, incentives and their percentage of the contract will be totally relative depending on the campaign. This first step into sharing in the chance provides both reassurance to the client that the organization believes in its methodology and places a number 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 exactly the same price if the client gets top rankings or no rankings at all (or possibly even lower rankings).
Problem 2: Unethical Optimization
Unfortunately, unethical (or blackhat) optimization remains very prominent on the Web. It’s also unfortunate that’SEO’has been mistakenly confused with’Blackhat SEO ‘. This really is still the largest problem for SEO companies. Saying that most SEO companies deal in blackhat optimization is much like saying everyone who emails is just a spammer. Blackhat optimization is not optimization at all…it is search engine manipulation. Since there is so much money linked with top rankings, there will always be a market for unethical SEO and search engine spam. Until companies realize what’s ethical and unethical and stop supporting those blackhat SEO companies, they’ll continue steadily to thrive. This makes the industry all together look bad and does not 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 is 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. It’s also not advisable to immediately trust a business or product based simply on their rankings. Unethical optimization DOES provide rankings…just not for the long run.
It would also be helpful if the major search engines will be more open and accessible to SEO companies. Currently, the major search engines and SEO companies don’t deal together and have formed a kind of love-hate relationship. Because of this, many ethical SEOs have slowly moved into dark territory. Ethical optimization seeks to make sites more easily accessible to the engines and help to boost the engine’s search results. The issue is that the search engines mainly clump all SEO companies together exactly the same way as uninformed users do: search engine manipulation. This is not really the case. Search engines don’t wish to reveal what they consider unethical because it would basically be providing a listing of holes in their algorithms that blackhat SEOs would manage to manipulate further, but a precise listing of’what not to complete’would provide a conclusive list for businesses looking for an SEO company.