Ethical Search Engine Optimization: Some Important Dos and Don’ts

Search engine optimization is witnessing a boom in this recession. As more businesses turn to the internet to reach the millions potential customers, website optimization is becoming more popular as we speak. As success of one company and failure of its competitor is now associated with the company’s reach to its customers, SEO services are the priority on yearly marketing plans of most companies.

But in this rush to improve rankings through search engine optimization, it’s quite easy to make a wrong decision or opt for wrong methods. If unethical methods are used for short term gains, your website loses out in the long term, with the possibility of being black listed by the search engines.

What most people are unaware of is how to recognize these unethical SEO practices. The following are some points to guide you.

Black VS White

Black Hat SEO tries to trick search engines in giving websites a higher search ranking despite irrelevant content. It is the methodology which uses loopholes and unethical tactics to achieve a high search ranking in a short period of time. Black Hat SEO is not unheard of, and ideally, you should stay away from it. But it has one big tempting factor: higher ranking in a short period of time. Why bother about other factors, right? WRONG! Using wrong methods for SEO might sound the death knell for your website. Search engines are constantly looking to block sites which use Black Hat SEO. If your website is found, it may be banned or blacklisted from the search engines.

On the other hand, White Hat SEO is tougher, but it’s the most appropriate way to optimize. An ethical SEO consultant has to work very hard to keep up with the constantly changing search engine algorithms. There is constant work and the website is gradually improved via keywords, rich content and site navigation to meet the ethical demands of the search engines. This process takes time, but if you have the patience and persistence of going through it, White Hat SEO will give better results for a long time. You will get results through these ethical means in an average of three to four months.

Recognize Ethical SEO Experts

Always beware of SEO consultants promising #1 ranking in search engines within a few weeks; it is not possible. Also know that the search engine algorithm is ever changing; no SEO expert can claim to know it completely and accurately. Do not fall for the ‘hundreds of link exchanges’ or ‘thousands of article postings’ line most unprofessional SEO consultants use. Bulk link exchanges or article postings do not help unless they are relevant.

Be Patient

If the search engine optimization of your site is taking more time than you expected, it is a good sign; a short cut doesn’t always win. Be patient with SEO if it takes some time, because it could mean that work is in progress on the right track. Improving the visibility of your website involves a lot of backend work, with rich content, easy site navigation and other factors involved. Your SEO consultant has to work constantly so that the site’s ranking improves. And organic SEO always takes some time. Remember, it will benefit you in the long term.

Be Aware of the Process

Knowing the ethical and unethical means to search ranking, you have to be able to identify which method is being used for your website’s search engine optimization. Keep yourself abreast of the process undertaken by the SEO expert you hire. Ask questions and interact with him as much as possible. This way, you can keep tabs on the methodology being used to optimize your site.

In Conclusion…

Avoid SEO consultants who:

• Guarantee #1 ranking within a few weeks


• Try finding loopholes to lure search engines


• Claim knowing the search engine algorithm


• Talk of bulk link exchange or article posting at hundreds of sites


• Refuse to give you details of how they work


• Suggest stuffing keywords into meta tags and content


• Recommend permanent redirects