I frequent many SEO and Web Marketing forums on a regular basis and once in awhile there’s a debate about the SEO industry and ethics. After being involved in several these debates, it is now really obvious that the main problems are the facts that no two SEO companies are alike and there’s no unified methodology. It’s very difficult to make statements about the industry as a whole because it’s debatable what precisely’SEO’is. Mix in the fact most SEO companies keep their methodology and campaign strategies secret and we have a predicament where every company is completely different with very different results.
Fact 1 : There is no unified SEO methodology. SEO is actually defined by wikipedia as a process of improving traffic from SERPs to a site. Obviously, HOW they do that’s the actual question and causes the debates.
Fact 2 : The effectiveness of an SEO campaign depends on the webpage structure, site content, keywords, methodology used, and how popular the website is. รับทำ seo A site cannot just rank for any random keyword. SEO is also not voodoo. It is logic, 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 internet search engine optimization and some do internet search engine manipulation. Obviously, it is all marketed as SEO. Unethical optimization provides results at any cost and is always temporary (usually ends in a banned domain name). Ethical optimization opens up the website to the search engines and provides longterm benefits.
Fact 4 : Most SEO companies receives a commission whether your site gets any rankings. Unfortunately, this is actually the case with the industry. Most SEO companies implement A, B, and C and move ahead to the next client. Hopefully, the website ranks. When 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 is very common for SEO companies to get bulk links from India, links on spam/scraper those sites, or sell large directory submission packages. It is also common for SEO companies to put huge levels of the contract into inbound linking to replace with the indegent quality of the website optimization.
I don’t believe that it is fair to characterize the industry as a whole without working out 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 pretty much 4 years and I’ve seen the inner workings of major SEO companies and worked with clients who had been burned by their previous SEO campaigns. Coupled with numerous Web postings and forum debates talking a comparable 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 well known fact that no SEO company can guarantee results (and should they do, they are lying to you). It is also a well known 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 job to’optimize’the website, but without full disclosure of their methodology, what precisely is the client paying for? No other industry sells something with no guarantees and no specific listing of work which is completed. Obviously, SEO work is basically the sales of information and keeping the specifics of a methodology is important, nevertheless the mix of secrecy and no responsibility for results really makes SEO campaigns risky. So, just how can an SEO company reduce the danger for the client and provide the best grade of service?
Answer 1: Incentive Based Pricing
The only real way to lessen the financial threat of the client is to share the risk. Through incentive-based pricing, the SEO company may charge a certain percentage of the full total contract (say 70%) to cover their intellectual property and time while placing the remaining portion of the contract price (remaining 30%) in incentives for success. Obviously, incentives and their percentage of the contract could be totally relative with respect to the campaign. This first faltering step into sharing in the danger provides both reassurance to the client that the company believes in its methodology and places some of the financial burden of the campaign on the SEO company. At this time, however, very few SEO companies are willing to share in the danger and charge 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. Additionally it is unfortunate that’SEO’has been mistakenly confused with’Blackhat SEO ‘. That is still the greatest problem for SEO companies. Saying that all 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 internet search engine manipulation. While there is so much money associated with top rankings, there can be a market for unethical SEO and internet search engine spam. Until companies realize what is ethical and unethical and stop supporting those blackhat SEO companies, they will continue steadily to thrive. This makes the industry as a whole look bad and does not reflect the ethics of good SEO companies. Blackhat provides fast, temporary results, but is never a good 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 suggest that all marketing departments research optimization techniques and educate themselves on which techniques are unethical. No SEO company will probably say they do unethical optimization. Additionally it is not advisable 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 could 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 sort of love-hate relationship. Due to 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 the same way as uninformed users do: internet search engine manipulation. This is just not the case. Search engines do not desire to reveal what they consider unethical because it’d basically be providing a set of holes within their algorithms that blackhat SEOs would be able to manipulate further, but a definite listing of’what not to do’would provide a definitive list for businesses searching for an SEO company.