When a company undertakes a search engine optimization program, be it performed in-house or outsourced to an Search engine optimization service, the majority of the attention (and rightly so) is focused on the company website. This is the one aspect where there exists a feeling of control–once a website is released into the wild, the company will need to find out how its site fares against all the other websites out there, whether the other sites are utilizing ethical Search engine optimization tactics or not.
Apart from changes made to the company website, the assumption is frequently the company and, if it is using one, its SEO service, has zero control over what appears in search results. However, this is not normally the case. Often, you and your SEO service could have a direct impact on search engine results by monitoring your competitors and reporting these to the main search engines once the SEO techniques used on their website fall outside what is popularly called ethical SEO. (Take note that although I believe the word “ethical” is tossed around too often, “ethical SEO” is considered the standard phrase to explain white hat techniques, so it will be the phrase I personally use through the article.)
Primary Competitors. To begin with, let’s define competitors. Almost every company has at least a number of other companies that it considers to become primary competitors–the ones that sell the same products and services, that are of similar size, etc. It is crucial that the SEO efforts (or lack thereof) of those competitors, whether they are utilizing ethical SEO techniques or not, be monitored on the routine basis. When they have not hired a search engine optimisation service that belongs to them, or should they have not started doing SEO in-house whatsoever, you will possess reassurance understanding that using this channel, for the moment, is yours. In case your competitors begin a search engine optimisation campaign, without or with some other SEO service, you can learn much with regards to their sales and marketing tactics by evaluating the keyphrases which they target. And you may also investigate whether they are employing ethical SEO practices inside their campaign.
Your Online Competitors. It’s important to be aware of that it is unlikely that searchers will decide only between you and also the key competitors you may have listed. They are going to consider any organization that matches their particular needs which turns up for their search term. This is why your criteria for a competitor online should broaden to encompass any business that offers products or services like yours that outranks you for any targeted keyphrases. Should your in-house staff or your SEO service not merely continually monitors your quest engine positions but also analyzes the businesses that appear above you in search results, it is possible to identify forward-looking competitors in which you were previously unaware–your main competitors of tomorrow.
Violations. This brings us for the key issue of ethical SEO. Search engine optimization remains an extremely new concept to the majority of companies. Even most respected companies will make mistakes within this arena, either by picking out the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people. For instance, BMW’s German site was recently removed temporarily from your Google index for utilizing doorway pages–something which is not considered an ethical SEO practice. It makes sense that your particular competitors will also be not resistant to violations.
Bad Firms. There are very notable types of otherwise smart and established companies hiring an SEO service that put them in a worse situation than before they pursued SEO–by getting their website removed from major search engine listings for violating the engine’s regards to service, for instance. Not long ago, there is a well-publicized example where the majority of the clients of the Vegas SEO service were penalized. Almost all the clients claimed that they were not informed the firm was not practicing ethical SEO and that they were therefore in danger.
SEO firms are usually split into two camps–those called “White Hats” (those that use ethical SEO practices and definately will never knowingly violate a search engine’s terms of service) and the ones called “Black Hats” (those that do not use ethical SEO practices and that will attempt to unravel the latest algorithms and exploit any loopholes to accomplish rankings at any cost). Neither approach is invalid–it is not up against the law to violate the regards to service of an internet search engine. Moreover, black hat techniques can be very effective. However, the tactics are risky, and anyone hiring a search engine optimization service that wears a black hat and fails to use ethical SEO practices should definitely be apprised of this risk at the start.
Internal Resources. Firms tend to be lured to avoid hiring a search engine optimization service by performing SEO in-house, as well as the project typically falls onto an already overburdened IT department. The problem with approaching SEO from the strictly technical mindset is that the strategies employed, like the keyphrases targeted, will never necessarily be consistent with the goals in the marketing and sales departments. Furthermore, an IT resource will most likely approach SEO coming from a purely technical standpoint, without being aware of ethical SEO practices, and this might lead to trouble. Penalization is definitely a real possibility, which is challenging to get back onto an index when your site has become removed.
Monitoring. A comprehensive SEO service will monitor not just the number of competitors that you simply deem crucial but the sites that appear higher than you for any of your chosen search phrases. This may be somewhat controversial, especially to any SEO service or webmaster that utilizes tactics forbidden by the search engines’ regards to service. However, many white hat SEO service firms consider this a responsibility with their clients to routinely monitor the websites of any competitor found on the engines to be certain it really is using ethical SEO techniques.
You will find a reason that every major search engine features a form to report sites that do not use ethical SEO tactics and who violate the relation to service to ensure that these internet websites may be subsequently penalized or removed. Spam filters cannot catch all violations without also removing a lot of good sites. Search engines like google depend on their users to assist them to to have their mqtnwo clean and without any sites not using ethical SEO tactics. There are numerous strategies to spam an engine–quite a few to list. However, a great SEO service not just knows what all of these techniques are but knows how to identify them in the event it sees them so they can be reported for the engine accurately.
The End Result. Business is business, and your interests often run directly counter to that particular of your own competitors. Whenever you report an internet site which is not using ethical SEO, it is very likely that it will probably be removed. This implies there is one less company that you should be worried about within the online arena, at least for the time being. If the site involved outranked yours, in addition, you get the additional advantage of seeing your rankings improve since the violating pages are removed–provided, of course, that you will be using ethical SEO techniques and steering free from violations yourself, or you may be reported by way of a competitor of yours or its SEO service!