When a company undertakes a search engine optimization program, whether it be performed in-house or outsourced to an Search engine optimization service, a lot of the attention (and rightly so) is focused on the company website. This is the one aspect where you will find a feeling of control–once a website is released into the wild, the organization will need to observe how its site fares against all the other websites out there, whether the other sites are utilizing ethical Search engine optimization tactics or not.
Aside from changes designed to the organization website, the assumption is often that the company and, when it is using one, its SEO service, has zero power over what appears in search results. However, this may not be normally the case. Often, you or your SEO service could have a direct impact on search results by monitoring your competitors and reporting them to the main search engine listings once the SEO techniques utilized on their site fall outside precisely what is popularly known as ethical SEO. (Please note that while I think that this word “ethical” is tossed around too often, “ethical SEO” is one of the standard phrase to explain white hat techniques, so it is the phrase I use through the article.)
Primary Competitors. To start with, let’s define competitors. Almost every company has at least a handful of others that it considers to become primary competitors–the ones that sell the identical products and services, that are of similar size, and so forth. It is crucial that the SEO efforts (or lack thereof) of these competitors, if they are utilizing ethical SEO techniques or not, be monitored on the routine basis. If they have not hired a search engine optimization service of their own, or when they have not started doing SEO in-house at all, you will get reassurance understanding that the use of this channel, for that moment, is yours. Should your competitors begin an SEO campaign, without or with an outside SEO service, you can learn much about their sales and marketing tactics by evaluating the keyphrases that they target. And you may also investigate if they are using ethical SEO practices within their campaign.
Your Web Competitors. It’s important to keep in mind that it must be unlikely that searchers are likely to decide only between you together with the main competitors you have listed. They are likely to consider any organization which fits their particular needs which shows up for search term. This is why your criteria for a competitor online should broaden to encompass any business which offers services or products like yours that outranks you for any of your targeted keyphrases. Should your in-house staff or perhaps your SEO service not only continually monitors your search engine positions but in addition analyzes the businesses that appear above you in search results, you can often identify forward-looking competitors of which you were previously unaware–your main competitors of tomorrow.
Violations. This brings us to the key issue of ethical SEO. Seo is still a really new concept to the majority of companies. Including the most respected companies will make mistakes in this particular arena, either by selecting the wrong SEO service, or by attempting to avoid hiring a search engine optimization service altogether by bringing it on-site with well-intentioned but unqualified people. For example, BMW’s German site was recently removed temporarily from your Google index for using doorway pages–something which is not considered an ethical SEO practice. It stands to reason that your particular competitors are also not immune to violations.
Bad Firms. You will find very notable types of otherwise smart and established companies hiring an SEO service that put them in a worse situation than before they pursued SEO–through getting their site taken off major search engine listings for violating the engine’s relation to service, for example. Not long ago, there was a highly-publicized example where the majority of the clients of the Las Vegas SEO service were penalized. Almost all of the clients claimed that they were not informed that the firm had not been practicing ethical SEO and they were therefore in danger.
SEO firms are typically divided into two camps–those called “White Hats” (those that use ethical SEO practices and will never knowingly violate searching engine’s terms of service) and the ones called “Black Hats” (those that do not use ethical SEO practices which will try to unravel the newest algorithms and exploit any loopholes to attain rankings at any cost). Neither approach is invalid–it is really not from the law to violate the relation 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 does not use ethical SEO practices should definitely be apprised of the risk up front.
Internal Resources. Firms are frequently tempted to avoid hiring an SEO service by performing SEO in-house, and the project more often than not falls onto an already overburdened IT department. The issue with approaching SEO from a strictly technical mindset is that the strategies employed, including the keyphrases targeted, will not necessarily be in line with the goals in the marketing and sales departments. In addition, an IT resource will most likely approach SEO from a purely technical standpoint, without being conscious of ethical SEO practices, and this may lead to trouble. Penalization is an extremely real possibility, and it is hard to get back onto an index once your site continues to be removed.
Monitoring. A thorough SEO service will monitor not merely the number of competitors which you deem crucial but also the sites that appear greater than you for any chosen search phrases. This can be somewhat controversial, especially for any SEO service or webmaster which uses tactics forbidden through the search engines’ regards to service. However, many white hat SEO service firms consider this an obligation to their clients to routinely monitor the sites of the competitor found on the engines to be sure it is using ethical SEO techniques.
You will find a reason that every major internet search engine features a form to report sites who do not use ethical SEO tactics and who violate the terms of service in order that these websites can be subsequently penalized or removed. Spam filters cannot catch all violations without also removing a large number of good sites. Search engine listings count on their users to help them to have their mqtnwo clean and without any sites not using ethical SEO tactics. There are many strategies to spam an engine–quite a few to list out. However, a good SEO service not just knows what many of these techniques are but is able to identify them in the event it sees them so they can be reported to the engine accurately.
The Outcome. Organization is business, as well as your interests often run directly counter for that of the competitors. Whenever you report a website that is not using ethical SEO, it is quite likely that it will be removed. This means there exists one less company that you need to worry about in the online arena, at least for now. In the event the site in question outranked yours, additionally you get the additional advantage of seeing your rankings improve as 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 could be reported by way of a competitor of yours or its SEO service!