A Look at proper and incorrect Search Engine marketing practices
Search Engine Optimisation (SEO) should constantly 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 come after a list of sponsored sites that are appropriate to the search keyword(s) typed in.
The process by which a search engine, e.g. Google, sorts out which web sites are pertinent to the keyword(s) submitted for search, is by having previously indexed the pages and filed the results in a database. Thus by searching the index for the keyword(s) a fast reply is assured, typically in the order of under a second.
The search engines use a program to compile the database, known as a robot or spider, and these robots have been built and refined to make out unethical practices that they find on web pages, which they could well then exclude from the index. In some cases the web site may be excluded in it’s entirety.
The robot grades the web pages by several methods: The number of times a keyword is found on a page, and the number of times independent sites link to the page.
For oprganisations operating Online Marketing services, it is important that their web sites are long running as they may well sustain many other clients.
Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of repeating a keyword many times in a web page, generally by using text that is the same colour as the backdrop so that it will not be viewed by a searcher but will be identified by the robot.
This can also be used for keywords in Meta tags in the html head of the web page coding.
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 replicate 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 highlight the goods or service that the page is regarding. Keywords should be part of the general flow of text and repeated only 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 content is probably just keyword stuffing and a link to the promoted web site.
Ethical Practice:
The ethical system is to create meaningful pages that can be made sense of 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.
