Almost daily there has been a discussion on the SEO industry and ethics. After going through this debates/discussions one should to be able realize that the issue is that all SEO companies do not function the same and the activities that they carry or the way they do things vary from one SEO company to another. It’s hard to make statements about the SEO industry since the definition of SEO remains a subject to debate on. Most SEO companies keep their procedures and marketing strategies as a secret and therefore, you find that they produce totally different results. What are the facts about the SEO companies?
The site structure determines the effectiveness of an SEO campaign and also the keywords, methodology, the site content and the popularity of the site. An SEO site cannot just pick any keyword; it is also not voodoo. It should have logic, problem solving and also web marketing combined. If the SEO site does not add value to users most likely it won’t be the best.
No SEO bound together methodology. Wіkіреdіа defines SEO as a рrосеѕѕ of enhancing trаffіс from SERPѕ to a ѕіte. How do they do that? This is the question that causes level-headed debates.
Mоѕt SEO companies get раіd whether the ѕіtе gets any rаnkіngѕ or not. Unfоrtunаtеlу, this is the situation with the іnduѕtrу. They іmрlеmеnt A, B, and C and move on to the next сlіеnt. They always have hopes that the site will rank and if it doesn’t they always have many clients therefore they move to the next client.
Some SEO companies do website streamlining and others do web crawler control. Apparently, they are all marketed as SEO. Unscrupulous optimization gives results at any cost but its often short term. Moral optimization leads the site to the web indexes and gives a long term benefit.
Most SEO companies use both ethical and unethical connecting strategies. It’s basic for an SEO company to purchase mass links mostly purchased in India and connections on spam/scraper websites. It’s common for many SEO companies to spend large amounts to purchase the links so as to make up for the poor quality of their site streamlining.
It isn’t fair to categorize the SEO industry as a whole without considering what could be wrong with it and how the SEO companies can overcome the challenge. How can we determine the good and the bad thing about the industry? Below are the most common issues that can help one determine the good and the bad about the SEO industry.
Issue 1: Unethical Optimization
Shockingly, unethical optimization is very common on the web. It’s so unfortunate that SEO in most cases has been confused with black hat SEO. This is the biggest issue with SEO companies. If one terms all SEO companies as scams it means also that anyone who sends an email is a spammer. Unethical optimization cannot be termed as optimization at all; it is just search engine manipulation. Since there is a lot of money fixed in the top rankings, there will always be a market for black hat SEO until the time that companies will realize what is moral and what is bad and embrace their support on the legit SEO companies. Unethical optimization made by black hat SEO make the SEO industry as a whole look bad and does not reflect the morals of a good SEO organization. Unethical optimization give fast but short term results, this makes it not the best choice in the long run.
Solution: Ethical Optimization
There is no known fast solution to unethical optimization issue in the SEO industry. However, all marketing departments should do research on optimization techniques and know which techniques are ethical and which ones are unethical. It’s well known that no one can give the negative information about their business, same to SEO companies; therefore you should not trust any SEO company that comes your way simply because of their rankings since unethical optimization produces rankings.
Issue 2: Responsibility For Results
Most SEO companies take no responsibility on the results they produce. There is no any SEO company will give guarantee to results and if they give they are simply lying to you. It’s so unfortunate that clients take risk by spending cash on SEO companies that tells them that they will do what they can. SEO companies guarantee that they will optimize the site but they do not give their methodology, the question is what is the client paying for? SEO work is based on the sale of information, therefore keeping the specifics of their methodology is important. But secrecy irresponsibility makes SEO campaigns risky. So what could e the possible solution to this?
Solution: Incentive Based Pricing
The best way that client’s financial risk of the client can be reduced is sharing the risk. SEO companies should charge a certain percentage which covers the intellectual property and the rest of the contract amount in incentive for success.
Issue 3: Assembly Line/Software SEO
With the rapid growth of the SEO industry, SEO automation has been introduced. All SEO clients should understand that effective SEO campaigns are custom. No checklist of items that work the same and if there are then you need to understand that the company is not doing full optimization. Aѕѕеmblу line SEO dоеѕ соnѕіdеr the unіԛuе nееdѕ of the site and mау dеаl in blасkhаt орtіmіzаtіоn. Therefore, SEO ѕоftwаrе ѕhоuld be lооkеd at сlоѕеlу.
Solution: Custom Campaign And Assessment
SEO software may be less expensive, but understand that you only get what you pay for. A SEO effort that adds a few ‘optimized’ pages is not likely to be optimal. If your SEO Company will not consult you on the layout of your site then it isn’t providing top-head service. A good SEO company takes in to consideration the user and the search engines and not either.
Do research, know what you need from an optimization campaign and ask questions. Make sure the sales person you are interacting with understands what he/she is selling. If they don’t definitely they are not the right person to get information from.