When a company undertakes a search engine marketing program, while it is performed in house or outsourced to a SEO agency, most of the focus (and rightly so) is focused on the company website. This is the one aspect where there is a sense of control–after a website is discharged to the wild, the company will need to see how its site fares against all the other sites out there, whether the other websites are using ethical SEO strategies or not.
Aside from modifications made to the company website, the assumption is often that the organization and, if it is using one, its own SEO support, has no control over what appears in search engine results. Nonetheless, this is not usually the situation. Frequently, you or your SEO service may have a direct effect on search engine results by monitoring your opponents and reporting them to the major search engines if the SEO techniques utilized on their website fall out what is popularly referred to as ethical SEO. (Please note that while I believe that the word”ethical” is thrown around too often,”ethical SEO” has come to be the standard phrase to describe white hat methods, and therefore it is the word I use during the article.)
To begin with, let us define competitors. Almost every company has at least a handful of other firms that it considers to be main competitors–those that sell the very same products and services, that are of similar size, and so on. It’s necessary that the SEO efforts (or lack thereof) of those opponents, whether they are using ethical SEO methods or not, be tracked on a regular basis. If they haven’t hired an SEO support of the own, or when they haven’t started doing SEO in-house at all, you’ll have peace of mind knowing that the use of this station, for now, is yours. If your opponents begin an SEO effort, with or without an outside SEO service, then you can learn a lot about their sales and marketing strategies by evaluating the keyphrases that they target. And you may also investigate whether they are using ethical SEO practices in their campaign.
It’s important to remember that it is not likely that searchers are going to decide only between you and the principal competitors you have recorded. They are going to think about any company that matches their particular needs and that shows up due to their search phrase. That is why your standards for a competitor online ought to broaden to encompass any company that provides products or services such as yours which outranks you for any of your targeted keyphrases. In case your in-house staff or your own SEO agency not just continually monitors your search engine rankings but also analyzes the companies that look above you in search results, you can often identify forward-looking competitors of which you were previously unaware–your principal competitors of tomorrow.
This brings us to the vital issue of ethical SEO. Search engine optimization is still a very new idea to most businesses. Even the most respected businesses can make mistakes in this arena, either by selecting the wrong SEO agency, or by attempting to avoid employing an SEO service entirely by bringing it into house with well-intentioned but unqualified people. For instance, BMW’s German website was recently removed temporarily from the Google index for using doorway pages–something that’s not thought to be an ethical SEO practice. It stands to reason that your rivals are also not immune to violations.
There are rather notable examples of otherwise clever and established companies hiring an SEO service which put them in a worse position than before they chased SEO–by getting their site removed from major search engines for separating the search engine’s terms of service, such as. Not long ago, there was a well-publicized instance where nearly all of the clients of a Las Vegas SEO service were penalized. Virtually every one the clients claimed that they weren’t informed that the company wasn’t practicing ethical SEO and they were therefore in danger.
SEO companies are generally divided into two camps–those called”White Hats” (those that use ethical SEO practices and will never intentionally violate a search engine’s terms of service) and people called”Black Hats” (those which do not use ethical SEO practices and that will attempt to unravel the newest algorithms and also exploit any loopholes to achieve rankings at any cost). Neither strategy is invalid–it is not against the law to violate the terms of support of a search engine. Additionally, black hat methods are often very effective. On the other hand, the strategies are insecure, and anybody hiring a Digitrio SEO service which conveys a black hat and doesn’t use ethical SEO practices should unquestionably be apprised of the danger up front.
Businesses are often enticed to avoid hiring an SEO service by doing SEO in-house, and the project almost always falls upon an already overburdened IT department. The problem with approaching SEO out of a strictly technical mindset is that the approaches employed, like the keyphrases targeted, won’t always be in line with the goals of the marketing and sales departments. Furthermore, an IT source will normally approach SEO from a purely technical perspective, without being aware of ethical SEO practices, and this can lead to trouble. Penalization is a really real possibility, and it’s tricky to get back on a index when your website was taken away.