I have a lot of SEO and web marketing forums on a daily basis, and there is always talk about SEO industry and ethics. After participating in some of these discussions, it became very obvious that the main problems are the fact that no two SEO companies are comparable and do not have a unified methodology. It is very difficult to comment on the industry as a whole, because it is arguable what exactly is "SEO". Combine the fact that most SEO firms keep their methodology and campaign strategies secret, and there is a situation where every company has completely different and very different results
1. fact: there is no uniform SEO methodology. SEO is defined by wikipedia as the development of SERP traffic to the site. Of course this is the real question and the cause of the disputes.
2nd fact: The effectiveness of an SEO campaign depends on the site structure, site content, keywords, methodology used and site popularity. Your site not only ranks random keywords. SEO is not voodoo. Logical, problem-solving and web marketing are combined. If your site is not a value for users, it will probably not be ranked.
3rd fact: Some "SEO" in search engine optimization and some of the search engine manipulation. Of course, all SEO. Unethical optimization is effective at all costs, and is always short-term (usually ending in a termination domain name). Ethical optimization opens your site for search engines and has long-term benefits.
4th fact: Most SEO companies will pay, regardless of whether your site gets any rankings. Unfortunately, this is the case with industry. Most SEO companies implement sequences A, B and C, and migrate to the next client. Hopefully, the page will rank. If not, we always have more customers.
5th fact: Most SEO companies use ethical and unethical inbound linking strategies. In order to maximize profits, it is very common for SEO companies to purchase bulk links from India, link to spam / overlay websites, or sell large library submission packages. It's also common for SEO companies to put a huge amount of contracts into inbound links to fill in poor quality on-site optimization.
I do not think it's fair to characterize the whole industry without finding out what's wrong with it and how SEO companies are able to overcome it. So how do we determine what's good and bad in the industry? I've been working on the web for more than 10 years, especially in the SEO industry, for nearly four years, and I've been working with the core SEO companies and working with clients who've been burned by previous SEO campaigns. Numerous web entries and forum discussions that deal with the same basic issues have drawn up the list of most common problems.
first Responsibility: Results Responsibility
It's no secret that the vast majority of SEO companies are not responsible for the results. In fact, no SEO company can guarantee the results (and if so, they lied to you). It is also a fact that the client takes risks by spending money on an SEO company that basically says "We do what we can." SEO companies simply guarantee that work is "optimized" on the site, but without the full disclosure of the methodology, exactly what does the client pay for? No other industry sells a guarantee product and does not have any specific work. Of course, the work of SEO is basically the selling of information and the preservation of the features of the methodology, but the combination of secrecy and responsibility for the results is really risky for the SEO campaigns. So, how can an SEO company reduce customer risk and provide the best possible service
1. Response: Incentive Based Pricing
The only realistic way to reduce the financial risk of a client is to share risk. Incentive-based pricing allows SEO to hire a percentage of the total contract (ie 70%) to cover their intellectual property and their time while promoting the remaining contract price (the remaining 30%). Of course, the incentives and their proportion would be totally proportional depending on the contract. This is the first step in risk sharing, making the customer happy that the company believes in its methodology and places the campaign's financial burden on SEO. At the moment, however, very few SEO companies are willing to share the risk and eliminate the same price, regardless of whether the customer has the highest rank or no ranking (or possibly even lower rankings).
2nd Task: Unethical Optimization  Unfortunately, unethical (or blackhat) optimization is still very prominent on the Internet. It is unfortunate that "SEO" is mistakenly mixed up with "Blackhat SEO". This is still the biggest problem for SEO companies. Saying that any SEO company deals with blackhat optimization is like saying everyone who e-mails is a spammer. Blackhat optimization is not optimization at all … manipulation of the search engine. Since you make as much money for the highest ranking, there will always be markets for unethical SEO and search engine spam. While companies recognize what is ethical and unethical and stop attacking blackhat SEO companies, they continue to grow. As a result, industry as a whole looks bad and does not reflect the ethics of good SEO companies. Blackhat provides quick, short-term results, but in the long run it is never a good choice.
2nd Response: Ethical Optimization
There is no quick and easy solution to the blackhat optimization patch in the SEO industry. I would suggest that all marketing departments engage in research optimization techniques and educate themselves on what techniques are unethical. No SEO company will say it is unethical optimization. It is not a good idea to immediately trust a company or product simply based on their rankings. Unethical optimization not only in the long run …
It would be useful if larger search engines were more open and available to SEO companies. Currently, large search engines and SEO companies are not dealing with each other and have created a kind of love-hate relationship. Because of this, many ethical SEO moved to a somewhat dark area. Ethical optimization aims to make websites more accessible to engines and improve search results for the engine. The problem is that search engines collect all SEO companies in the same way as uninformed users: manipulating the search engine. It's not like this. Search engines do not want to reveal what they consider to be unethical because they are basically offering a list of holes in their algorithm that can be manipulated by blackhat SEOs but what "can not do"
Basic Rules of Ethical Optimization
which do not comply with the following rules, are dealing with and avoiding unethical optimization techniques.
1) What the user sees and what the search engine sees is exactly the same. Do not Blur
2. Your keywords (and their optimization) will accurately reflect the content of the page. Keywords should always reflect what your site is like.
3) for search engines. The site must always respond to both the audience (users and search engines). Optimization is needed for catering to users only. Search only takes place in search engines, optimization is far too far from the blackhat.
4. Do not engage in manipulative incoming linking systems such as link farms, bulk links, triangular links, or any other unethical manipulation of Google PageRank or its link network. Inbound links should be relevant to the content of your site and always have to know who is connected to you and where the links come from.
3rd task: Compilation line / software SEO
The SEO industry's growth also comes with the automation of SEO. The absolute primary thing that every prospective SEO customer needs to know is that every effective SEO campaign is unique. There is no item that is exactly the same on every page. If the SEO company claims to be there, they will not complete the optimization and the campaign is minimal. A good optimization campaign optimizes the page's architecture, text content, and code. Assembly line SEO does not take into account the unique needs / design of the site and even deals with blackhat optimization. SEO software should be considered in close attention. In fact, there are only two things that SEO software can do for every site: door pages (motifs and other things that are unethical for users), or a system based solely on search engines (often called information or information ) pages and links to a part of the page). Doorways are 100% unethical and the information pages are deep in the gray area. None of these methods address either the site's architecture, the proper keyword analysis, or the effective text content. Examples of links below are automated SEO software that is freely available on the Internet. All links include "nofollow" to prevent sites from receiving inbound link credit from our site. These sites are NOT recommended by TreeHouse SEM.
http://doorwaypagemaker.com/ – Door side system; UNETHICAL
http://www.doorway-wizard.com/ – Door side system; UNETHICAL
3. Response: Custom Campaign and Evaluation
"SEO Software" can be cheap and affordable, but you get what you pay for. Any campaign that goes to other sites simply sells the links to NOT an effective SEO campaign. Any SEO effort that simply adds some "optimized" pages to your site will not be optimal. If you want to make a street car a racing car, just add racing bikes. Do not think that dumping some of the pages on a web site for some random keywords is the same as a real SEO campaign.
If your SEO company is not sitting down and talks about site layout, architecture, and purpose, then it does not provide top-notch service. Keep in mind that the vast majority of "SEO software" is used to edit the door / landing page, or simply provide information about your site (data that is already free for everyone on the web). Good SEO campaigns take into account both user and search engines … not one or the other. An SEO company should seriously understand user experience and search engine optimization and use them together to create a campaign that provides the best ROI. The ultimate goal must always lead / sell. Non-target traffic to piles often results in extremely high speeds and very low lead conversion
Do your research. Find out what you want from an optimization campaign and then ask the right questions. Make sure the sales representative you speak with knows what you are selling. If not, then definitely not the person who receives the information. Many SEO companies use their tough sales tactics and rechargeers are less aware of what they sell. Ask the following questions and see what they should say:
1.) How do you evaluate the keywords? If an SEO company simply optimizes the keywords sent by customers, then the SEO campaign starts on a very troubled land. Keyword analysis needs to be done, taking into account the number of searches in all major search engines and the relative competition in these terms. The site should be compared to the keywords to see if they support each other.
2. Do you plan to design pages specifically for keywords? Landing pages and sites are ineffective for long-term SEO opportunities. SEO companies like them because they do not have to touch the rest of the site and simply add track assisters instead of performing the surgery.
3. Is my SEO campaign helping to improve the user experience on the site? Appropriate architecture and usability are in control of SEO and increase ROI. You want to bring new traffic and transform.
4) Does my revenue model influence keyword selection and optimization as a whole? Any SEO company that does not optimize your target audience is NOT the most effective campaign. The marketing of ecommerce websites for comparative customers will greatly optimize product names and model numbers. An online journal that wants to have recurring traffic wants to optimize articles and topics on articles. Local companies want to optimize geo-targeted keywords.
5.) I would like to optimize my site, but I do not want to change existing content or layout … how would we go about it? Any SEO company who says that it simply adds landing pages or hides the text betrays the blackhat. This is related to the previous analogy. You really say you have a car you want to change to be very fast, but you do not want to change the engine and the mechanic simply adds the racks and charges a full charge.