When a provider undertakes a search engine optimization program, whether it is performed in house or outsourced to a SEO service, most of the attention (and rightly so) is focused on the company website. This is the one aspect where there is a feeling of control–after a website is discharged to the wild, the company might need to see how its website fares against all the other websites out there, whether the other sites are utilizing ethical SEO tactics or not.
Apart from modifications made to the business website, the assumption is often that the company and, if it’s using one, its own SEO service, has zero control over what appears in search engine results. However, this isn’t ordinarily the case. Often, you or your seo company singapore may have a direct impact on search engine results by tracking your opponents and reporting them to the major search engines if the SEO techniques utilized in their website fall out what is popularly referred to as ethical SEO. (Please note that while I believe that the term “ethical” is tossed around too often, “ethical SEO” has come to be the conventional phrase to describe white hat techniques, and so it’s the phrase I use throughout the article.)
To begin with, let us specify competitions. Nearly every business has at least a handful of other firms that it considers to be primary competitors–those that sell the very same services and products, which are of comparable size, etc. It is necessary that the SEO efforts (or lack thereof) of those opponents, whether they are using ethical SEO techniques or not, be monitored on a regular basis. If they haven’t hired an SEO service in their own, or if they have not begun doing SEO in-house in any way, you’ll have peace of mind knowing that the use of the channel, for now, is yours. If your opponents start an SEO effort, with or without an external SEO service, you can learn a lot about their sales and marketing tactics by evaluating the keyphrases that they aim. And you can also investigate whether they’re using ethical SEO practices in their effort.
It’s important to keep in mind it is not likely that searchers are going to decide only between you and the primary competitors you have recorded. They will consider any company that matches their specific requirements which shows up for their search phrase. That is the reason your criteria for a rival online ought to broaden to encompass any company that offers products or services like yours that outranks you for any of your targeted keyphrases. In case your in-house staff or your SEO service not only continually tracks your search engine rankings but also analyzes the companies that look above you in search results, you may frequently identify forward-looking opponents of that 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 the majority of businesses. The most respected businesses can make errors in this arena, by simply selecting the incorrect SEO service, or by attempting to avoid hiring an SEO service entirely by bringing it into house with well-intentioned but unqualified people. By way of example, BMW’s German website had been recently removed temporarily from the Google index for using doorway pages–a thing that is not considered an ethical SEO practice. It stands to reason that your competitors are also not immune to violations.
There are rather notable examples of otherwise clever and established businesses hiring an SEO service that put them in a worse situation than before they pursued SEO–by getting their site removed from major search engines such as separating the search engine’s terms of service, for example. Almost all the clients claimed they were not informed that the firm was not practicing ethical SEO and they were so at risk.
SEO companies are generally split into two camps–those known as “White Hats” (those which use ethical SEO practices and will not knowingly violate a search engine’s terms of service) and people known as “Black Hats” (those that don’t utilize ethical SEO practices and that is going to attempt to unravel the newest algorithms and exploit any loopholes to achieve rankings at any cost). Neither approach is invalid–it isn’t against the law to violate the conditions of support of an internet search engine. Additionally, black hat methods can be quite effective. However, the strategies are risky, and anybody hiring an SEO agency which conveys a black hat and does not utilize ethical SEO practices should definitely be apprised of the danger up front.
Firms are often enticed to avoid employing an SEO service by performing SEO in-house, and the project almost always falls onto an already overburdened IT department. The problem with coming SEO out of a strictly technical mindset is that the strategies used, like the keyphrases targeted, will not necessarily be in line with the aims of the marketing and sales departments. Furthermore, an IT source will normally approach SEO from a purely technical standpoint, without being aware of ethical SEO practices, and this may cause trouble. Penalization is a very real possibility, and it’s tricky to get back on a index once your website has been taken away.