When a company undertakes an internet search engine optimization program, be it performed in-house or outsourced to an SEO service, a lot 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 organization will have to observe how its site fares against the rest of the websites out there, whether the other sites are utilizing ethical SEO tactics or not.
Apart from changes designed to the business website, the assumption is usually that this company and, when it is using one, its SEO service, has zero control of what appears in search results. However, this is not usually case. Often, you and your SEO service may have a direct impact on search engine results by monitoring the competition and reporting them to the main search engines if the SEO techniques utilized on their internet site fall outside what exactly is popularly known as ethical SEO. (Please be aware that while I think that this word “ethical” is tossed around many times, “ethical SEO” is one of the standard phrase to illustrate white hat techniques, so it is the phrase I personally use through the entire article.)
Primary Competitors. First of all, let’s define competitors. Almost every company has at the very least a handful of others that it considers to get primary competitors–those which sell exactly the same products and services, which can be of similar size, and so forth. It is crucial that the SEO efforts (or lack thereof) of those competitors, whether or not they are using ethical SEO techniques or otherwise, be monitored on a routine basis. Should they have not hired an SEO service of their own, or if they have not started doing SEO in-house at all, you will have peace of mind knowing that the use of this channel, for the moment, is yours. In case your competitors begin a search engine optimization campaign, without or with a third party SEO service, one can learn much about their sales and marketing tactics by evaluating the keyphrases they target. And you may also investigate if they are using ethical SEO practices in their campaign.
Your Online Competitors. It’s important to keep in mind that it must be unlikely that searchers will decide only between you and also the primary competitors you have listed. They will consider any organization that matches their particular needs which turns up for his or her key word. This is why your criteria for any competitor online should broaden to encompass any organization that offers goods and services like yours that outranks you for any targeted keyphrases. In case your in-house staff or your SEO service not merely continually monitors your search engine positions but in addition analyzes the firms that appear above you in search results, you can often identify forward-looking competitors in which that you were previously unaware–your main competitors of tomorrow.
Violations. This brings us to the key issue of ethical SEO. Search engine optimisation is still an extremely new concept to most companies. Even most respected companies can make mistakes in this particular arena, either by choosing the wrong SEO service, or by attempting to avoid hiring a search engine optimization service altogether by bringing it in house with well-intentioned but unqualified people. As an example, BMW’s German site was recently removed temporarily from the Google index for using doorway pages–something which is not really considered an ethical SEO practice. It stands to reason that your competitors will also be not safe from violations.
Bad Firms. You will find very notable samples of otherwise smart and established companies hiring a search engine optimisation service that put them in a worse situation than before they pursued SEO–by obtaining their site taken off major search engines like google for violating the engine’s regards to service, as an example. Not long ago, there is a highly-publicized example where most of the clients of any Vegas SEO service were penalized. Many of the clients claimed they were not informed that this firm had not been practicing ethical SEO and that they were therefore at risk.
SEO firms are usually divided into two camps–those called “White Hats” (those that use ethical SEO practices and definately will never knowingly violate searching engine’s regards to service) and people called “Black Hats” (those which do not use ethical SEO practices which will make an effort to unravel the latest algorithms and exploit any loopholes to achieve rankings at any cost). Neither approach is invalid–it is really not 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 in advance.
Internal Resources. Firms tend to be lured to avoid hiring a search engine optimization service by performing SEO in-house, and 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, such as the keyphrases targeted, will not necessarily be in line with the goals from the marketing and sales departments. In addition, an IT resource will most likely approach SEO from a purely technical standpoint, without being aware of ethical SEO practices, and this may lead to trouble. Penalization is definitely a real possibility, in fact it is difficult to get back onto an index once your site has been removed.
Monitoring. A comprehensive SEO service will monitor not only the handful of competitors that you deem crucial but the sites that appear more than you for all of your chosen search phrases. This can be somewhat controversial, especially to any SEO service or webmaster that uses tactics forbidden through the search engines’ relation to service. However, many white hat SEO service firms consider it a responsibility with their clients to routinely monitor the websites of the competitor found on the engines to be sure it is using ethical SEO techniques.
You will find a reason why every major search engine features a form to report sites that do not use ethical SEO tactics and who violate the terms of service in order 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 engine listings rely on their users to help them to keep their mqtnwo clean and free of sites not using ethical SEO tactics. There are lots of methods to spam an engine–quite a few to list out. However, a good SEO service not only knows what most of these techniques are but is able to identify them when it sees them so they can be reported for the engine accurately.
The End Result. Organization is business, along with your interests often run directly counter to that of the competitors. When you report an internet site that is certainly not using ethical SEO, it is very likely that it will likely be removed. This implies there is certainly one less company you need to be worried about inside the online arena, at the very least for now. In the event the site under consideration outranked yours, in addition, you obtain the additional advantage of seeing your rankings improve since the violating pages are removed–provided, needless to say, that you are currently using ethical SEO techniques and steering away from violations yourself, or you might be reported by way of a competitor of yours or its SEO service!