When a company undertakes an internet search engine optimization program, be it performed in-house or outsourced to an Search engine optimization service, most of the attention (and rightly so) is focused on the company website. This is the one aspect where there exists a feeling of control–once a website is released into the wild, the organization will need to find out how its site fares against the rest of the websites out there, whether the other sites are utilizing ethical Search engine optimization tactics or not.
Aside from changes made to the organization website, the assumption is usually the company and, when it is using one, its SEO service, has zero power over what appears in search results. However, this is simply not usually the case. Often, you and your SEO service could have a direct influence on search results by monitoring your competition and reporting those to the key search engine listings once the SEO techniques utilized on their website fall outside what is popularly called ethical SEO. (Take note that although I think that the word “ethical” is tossed around too frequently, “ethical SEO” is considered the standard phrase to illustrate white hat techniques, and so it will be the phrase I prefer throughout the article.)
Primary Competitors. To start with, let’s define competitors. Nearly every company has a minimum of a handful of other companies that it considers to be primary competitors–those which sell the same goods and services, that are of comparable size, etc. It is important that the SEO efforts (or lack thereof) of such competitors, whether they are using ethical SEO techniques or not, be monitored on the routine basis. If they have not hired an SEO service of their very own, or should they have not started doing SEO in-house at all, you will possess peace of mind understanding that the usage of this channel, for the moment, is yours. Should your competitors begin a search engine optimization campaign, with or without an outside SEO service, you can learn much regarding their sales and marketing tactics by evaluating the keyphrases they target. And you may also investigate whether or not they are using ethical SEO practices inside their campaign.
Your Internet Competitors. It’s important to bear in mind that it must be unlikely that searchers are likely to decide only between you together with the primary competitors you may have listed. They will consider any business that suits their particular needs and that appears for search phrase. This is the reason your criteria to get a competitor online should broaden to encompass any organization which offers products or services like yours that outranks you for any targeted keyphrases. Should your in-house staff or maybe your SEO service not only continually monitors your search engine positions but also analyzes the businesses that appear above you searching results, it is possible to identify forward-looking competitors of which that you were previously unaware–your primary competitors of tomorrow.
Violations. This brings us for the key issue of ethical SEO. Seo remains a really new concept to most companies. Even the most respected companies can make mistakes in this arena, either by selecting the wrong SEO service, or by seeking to avoid hiring an SEO service altogether by bringing it in-house with well-intentioned but unqualified people. For instance, BMW’s German site was recently removed temporarily from the Google index for using doorway pages–something which is not really considered an ethical SEO practice. It stands to reason that the competitors will also be not immune to violations.
Bad Firms. There are very notable samples of otherwise smart and established companies hiring an SEO service that put them in a worse situation than before they pursued SEO–by obtaining their internet site taken from major search engine listings for violating the engine’s regards to service, for example. Not long ago, there is a well-publicized example where most of the clients of a Vegas SEO service were penalized. Almost all of the clients claimed they were not informed that this firm had not been practicing ethical SEO and that they were therefore at risk.
SEO firms are usually separated into two camps–those called “White Hats” (those that use ethical SEO practices and can never knowingly violate a search engine’s regards to service) and people called “Black Hats” (those which do not use ethical SEO practices and will make an effort to unravel the newest algorithms and exploit any loopholes to accomplish rankings at any cost). Neither approach is invalid–it is not against the law to violate the terms of service of a search engine. Moreover, black hat techniques can be quite effective. However, the tactics are risky, and anyone hiring an SEO service that wears a black hat and fails to use ethical SEO practices should definitely be apprised with this risk up front.
Internal Resources. Firms are often tempted to avoid hiring a search engine optimisation service by performing SEO in-house, as well as the project more often than not falls onto an already overburdened IT department. The issue with approaching SEO from the strictly technical mindset is the fact that strategies employed, like the keyphrases targeted, will never necessarily be in accordance with the goals from the marketing and sales departments. Additionally, an IT resource will most likely approach SEO from the purely technical standpoint, without being aware of ethical SEO practices, and this might lead to trouble. Penalization is a very real possibility, and it is difficult to get back onto an index as soon as your site continues to be removed.
Monitoring. A complete SEO service will monitor not merely the number of competitors that you simply deem crucial but the sites that appear greater than you for any of your chosen search phrases. This can be somewhat controversial, especially for any SEO service or webmaster that uses tactics forbidden through the search engines’ relation to service. However, many white hat SEO service firms consider this a responsibility with their clients to routinely monitor the sites of the competitor found on the engines to be certain it is actually using ethical SEO techniques.
There is a explanation why every major search engine has a form to report sites who do not use ethical SEO tactics and who violate the relation to service in order that these websites could be subsequently penalized or removed. Spam filters cannot catch all violations without also removing a lot of good sites. Search engines like google rely on their users to assist them to keep their mqtnwo neat and free of sites not using ethical SEO tactics. There are many methods to spam an engine–far too many to list. However, a great SEO service not just knows what many of these techniques are but is able to identify them when it sees them to allow them to be reported for the engine accurately.
The End Result. Organization is business, and your interests often run directly counter to that of your competitors. When you report a website which is not using ethical SEO, it is extremely likely that it will likely be removed. What this means is there is one less company that you need to worry about within the online arena, at least for now. When the site involved outranked yours, in addition, you have the additional benefit of seeing your rankings improve as the violating pages are removed–provided, needless to say, that you are using ethical SEO techniques and steering free from violations yourself, or you could be reported by a competitor of yours or its SEO service!