When a company undertakes search engines optimization program, whether it is performed in-house or outsourced to an SEO service, most of the attention (and deservingly so) is focused on the company website. This is the one aspect where there is a feeling of control–once a website is released into the wild, the company will have to observe its site fares against all the other websites out there, whether the other sites are using meaning SEO tactics or not.
Apart from changes meant to the company website, the prediction is often that the company and, if it is using one, its SEO service, has zero control over what appears in search engine. However, this is not usually the case. Often, you or your SEO service can have a direct impact on search engine by monitoring your competitors and revealing them to the major search 제주호빠 engines when the SEO techniques come with their site fall outside what is popularly referred to as meaning SEO. (Please note that while I believe that the word “ethical” is tossed around too much, “ethical SEO” is among the most standard phrase to describe white hat techniques, and it’s the same the phrase I exploit throughout the article. )
In the first place, let’s define competitors. Every company has at least a handful of other companies that it considers to be primary competitors–the ones that sell the same products, that are of similar size, and so on. It is important that the SEO efforts (or lack thereof) of these competitors, if they are using meaning SEO techniques or not, be watched on a routine basis. If they never have hired an SEO service of their own, or if they never have started doing SEO in-house at all, you will have peace of mind knowing that the use of this route, for the moment, is yours. If your competitors begin an SEO campaign, with or without an outside SEO service, you can learn much about their sales and marketing tactics by evaluating the keyphrases that they target. And you can also investigate if they are using meaning SEO practices in their campaign.
It’s important to make note of that it is unlikely that searchers are going to decide only between you and the primary competitors you have listed. They may consider any business that matches their particular needs and that shows up for their keyword phrase. This is why your criteria for a competition online should extend to encircle any business that gives goods like yours that outranks you for any of your targeted keyphrases. If your in-house staff or your SEO service not only continually monitors your search engine positions but also analyzes the companies that appear above you and search results, you can often identify forward-looking competitors that you used to be previously unaware–your primary competitors of tomorrow.
This brings us to the key issue of meaning SEO. Search engine optimization is still a very new concept to most companies. Even the most respected companies can make mistakes in this arena, either by choosing the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people. For example, BMW’s German site was recently removed in the short term from the Google list for using front door pages–something that is not considered an meaning SEO practice. It stands to reason that your competitors are also not immune to violations.
There are very notable examples of otherwise smart and established companies hiring an SEO service that put them in a worse situation than before they attacked SEO–by getting their site taken from major search engines for violating the engine’s terms of service, for example. A few weeks ago, there was a well-publicized example where most of the clients of a Las vegas SEO service were penalized. Bulk of the clients claimed that they are not informed that the firm was not practicing meaning SEO and that they were therefore at an increased risk.
SEO firms are generally divided into two camps–those called “White Hats” (those that use meaning SEO practices and will never knowingly violate a search engine’s terms of service) and those called “Black Hats” (those that do not use meaning SEO practices and that will attempt to unravel the latest algorithms and exploit any loopholes to achieve rankings at any cost). Neither approach is invalid–it is not illegal to violate the terms of service of search engines. Moreover, black hat techniques can be quite effective. However, the tactics are risky, and anyone hiring an SEO service that dons a black hat and does not use meaning SEO practices may want to be apprised of this risk up front.
Firms are often convinced to avoid hiring an SEO service by performing SEO in-house, and the project almost always falls onto an already overburdened IT department. The problem with approaching SEO from a strictly technical mindset is that the strategies employed, such as the keyphrases targeted, will not necessarily be in line with the goals of the marketing and sales division. In addition, an IT resource will most likely approach SEO from a purely technical viewpoint, without knowing meaning SEO practices, and this can lead to trouble. Penalization is a very real possibility, and it is hard to get back onto an list once your site has been removed.
A SEO service will monitor not only the handful of competitors that you regard crucial but also the sites that appear higher than you for any of your chosen search term phrases. This may be somewhat debatable, especially to any SEO service or webmaster that uses tactics unacceptable by the search engines’ terms of service. However, many white hat SEO service firms ponder over it an obligation to their clients to routinely monitor the sites of any competition found on the search engines to be sure it is using meaning SEO techniques.
There is a reason that every major search engine has a form to report sites who do not use meaning SEO tactics and who violate the terms of service so that these sites can be subsequently penalized or removed. Spam filtration system cannot catch all violations without also removing a large number of good sites. Search engines rely on their users to help them to keep their indexes clean and clear of sites not using meaning SEO tactics. There are many techniques to spam an engine–far too many to list. However, a good SEO service not only knows what all of these techniques are but knows how to identify them when it sees them so as to be reported to the engine accurately.
Business is business, and your interests often run directly counter to it of your competitors. When you report a website that is not using meaning SEO, it is very likely that it will be removed. This means there is one less company that you need to worry about in the online arena, at least for now. If the site in question outranked yours, you also get the added good thing about seeing your rankings improve as the violating pages are removed–provided, of course, that you are using meaning SEO techniques and steering clear of violations yourself, or you may be reported by a competition of yours or its SEO service!
The engine also advantages from users revealing violations. Search engines hate people trying to trick their indexes, since there could then be pages showing up for particular keywords that are not actually relevant to those terms. Clearly, search engines fully grasp this benefit–if the search engines thought they could filter out all the spam themselves, they would not provide a revealing system. Supporting such a system, after all, is not free. Real people employed by the engine have to look at the bad pages to confirm that they are not using meaning SEO tactics.