A run through proper and unethical Search Engine Optimisation methods
Search Engine Optimisation (SEO) should always be carried out 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 in general follow a list of sponsored sites that are applicable to the search keyword(s) entered.
The method by which a search engine, e.g. Google, figures out which web sites are significant to the keyword(s) submitted for search, is by having earlier indexed the pages and stored the results in a database. Thus by searching the index for the keyword(s) a fast reply is assured, normally in the order of under a second.
The search engines use a program to do the indexing, known as a robot or spider, and these robots have been produced and refined to distinguish 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 as a whole.
The robot values the web pages by several metrics: The amount of times a keyword is found on a page, and the amount of times independent sites link to the page.
For businesses operating Online Marketing services, it is important that their web sites have longevity as they may well maintain lots of other clients.
Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of displaying a keyword lots of times in a web page, usually by using text that is the same colour as the backdrop so that it won’t be seen by a user but will be seen by the robot.
Ethical Practice:
Ethical methods focus on what the user experience will be, so the page content should be relevant to the page title and the page title should mirror the link that was used to reach it, as well as the actual content. Content should be cautiously written in good English with no spelling or grammatical errors, and should stress the product or service that the page is about. Keywords should be part of the general flow of text and repeated just as often as rational reading allows. For keywords in Meta tags a unique list of keywords should be used.
Links to the page:
Unethical Practice:
An unethical optimizer may create what are known as Doorway Pages, where the text is probably just keyword stuffing and a link to the supported web site.
Ethical Practice:
The ethical method is to create useful pages that can be read by a user and have links to the client site.
If looking for a Search Engine Optimisation Company, ascertain which methods they use before committing yourself to their services.