A run through ethical and unethical Search Engine promotion systems
Search Engine Optimisation (SEO) should constantly be conducted in an ethical way so that the Search Engine Placement of the client website will be on the initial page of a list of organic search engine results. These results will generally follow a list of sponsored sites that are applicable to the search keyword(s) used.
The procedure by which a search engine, e.g. Google, sorts out which web sites are significant to the keyword(s) submitted for search, is by having formerly indexed the pages and filed the results in a database. Thus by searching the index for the keyword(s) a fast action is assured, usually in less than a second.
The search engines use a program to compile the database, known as a robot or spider, and these robots have been produced and refined to recognise unethical practices that they find on web pages, which they may well then exclude from the database. In some cases the web site may be excluded altogether.
The robot values the web pages by several methods: The number of times a keyword is listed on a page, and the number of times independent sites link to the page.
For clients operating Online Marketing services, it is important that their web sites are long running as they may well support a lot of other clients.
Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of displaying a keyword lots of times in a web page, normally by using text that is the same colour as the backdrop so that it will not be seen by a searcher but will be searched by the robot.
This can also be done for keywords in Meta tags in the html head of the web page code.
Ethical Practice:
Ethical exercises concentrate on what the user experience will be, so the page text should be significant to the page title and the page title should replicate the link that was used to reach it, as well as the actual content. Content should be carefully written in good English with no spelling or grammatical mistakes, and should stress the goods or service that the page is concerning. Keywords should be part of the normal flow of text and repeated merely as often as reasonable reading allows. For keywords in Meta tags a exclusive list of keywords should be used.
Links to the page:
Unethical Practice:
An unethical individual may create what are known as Doorway Pages, where the text is probably just keyword stuffing and a link to the desired web site.
Ethical Practice:
The ethical system is to create significant pages that can be read by a user and have links to the client site.
If looking for a Search Engine Optimization Company, ascertain which methods they use before committing yourself to their services.