==== ====SEO is also known as Search Engine Optimization - It is good to be educated in this importanttopic if you have a ...
ViolationsThis brings us to the key issue of ethical SEO. Search engine optimization is still a very newconcept to most co...
There is a reason that every major search engine has a form to report sites who do not use ethicalSEO tactics and who viol...
==== ====SEO is also known as Search Engine Optimization - It is good to be educated in this importanttopic if you have a ...
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Your seo service, ethical seo, and competitor monitoring

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When a company undertakes a search engine optimization program, whether it is performed in-house or outsourced to an SEO service, most of the attention (and rightly so) is focused on thecompany website. This is the one aspect where there is a feeling of control--once a website isreleased into the wild, the company will have to see how its site fares against all the otherwebsites out there, whether the other sites are using ethical SEO tactics or not.

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Your seo service, ethical seo, and competitor monitoring

  1. 1. ==== ====SEO is also known as Search Engine Optimization - It is good to be educated in this importanttopic if you have a websitehttp://tinyurl.com/6ooo6w8==== ====When a company undertakes a search engine optimization program, whether it is performed in-house or outsourced to an SEO service, most of the attention (and rightly so) is focused on thecompany website. This is the one aspect where there is a feeling of control--once a website isreleased into the wild, the company will have to see how its site fares against all the otherwebsites out there, whether the other sites are using ethical SEO tactics or not.Apart from changes made to the company website, the assumption is often that the company and,if it is using one, its SEO service, has zero control over what appears in search engine results.However, this is not usually the case. Often, you or your SEO service can have a direct effect onsearch engine results by monitoring your competitors and reporting them to the major searchengines when the SEO techniques used on their site fall outside what is popularly referred to asethical SEO. (Please note that while I believe that the word "ethical" is tossed around too often,"ethical SEO" has become the standard phrase to describe white hat techniques, and so it is thephrase I use throughout the article.)Primary CompetitorsTo start with, lets define competitors. Almost every company has at least a handful of othercompanies that it considers to be primary competitors--the ones that sell the same products andservices, that are of similar size, and so on. It is important that the SEO efforts (or lack thereof) ofthese competitors, whether they are using ethical SEO techniques or not, be monitored on aroutine basis. If they have not hired an SEO service of their own, or if they have not started doingSEO in-house at all, you will have peace of mind knowing that the use of this channel, for themoment, is yours. If your competitors begin an SEO campaign, with or without an outside SEOservice, you can learn much about their sales and marketing tactics by evaluating the keyphrasesthat they target. And you can also investigate whether they are using ethical SEO practices in theircampaign.Your Online CompetitorsIts important to keep in mind that it is unlikely that searchers are going to decide only between youand the primary competitors you have listed. They are going to consider any company thatmatches their particular needs and that shows up for their search term. This is why your criteriafor a competitor online should broaden to encompass any company that offers products orservices like yours that outranks you for any of your targeted keyphrases. If your in-house staff oryour SEO service not only continually monitors your search engine positions but also analyzes thecompanies that appear above you in search results, you can often identify forward-lookingcompetitors of which you were previously unaware--your primary competitors of tomorrow.
  2. 2. ViolationsThis brings us to the key issue of ethical SEO. Search engine optimization is still a very newconcept to most companies. Even the most respected companies can make mistakes in thisarena, either by choosing the wrong SEO service, or by trying to avoid hiring an SEO servicealtogether by bringing it in house with well-intentioned but unqualified people. For example,BMWs German site was recently removed temporarily from the Google index for using doorwaypages--something that is not considered an ethical SEO practice. It stands to reason that yourcompetitors are also not immune to violations.Bad FirmsThere are very notable examples of otherwise smart and established companies hiring an SEOservice that put them in a worse situation than before they pursued SEO--by getting their siteremoved from major search engines for violating the engines terms of service, for example. Notlong ago, there was a well-publicized example where most of the clients of a Las Vegas SEOservice were penalized. Almost all of the clients claimed that they were not informed that the firmwas not practicing ethical SEO and that they were therefore at risk.SEO firms are generally divided into two camps--those called "White Hats" (those that use ethicalSEO practices and will never knowingly violate a search engines terms of service) and thosecalled "Black Hats" (those that do not use ethical SEO practices and that will attempt to unravelthe latest algorithms and exploit any loopholes to achieve rankings at any cost). Neither approachis 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 anSEO service that wears a black hat and does not use ethical SEO practices should definitely beapprised of this risk up front.Internal ResourcesFirms are often tempted to avoid hiring an SEO service by performing SEO in-house, and theproject almost always falls onto an already overburdened IT department. The problem withapproaching SEO from a strictly technical mindset is that the strategies employed, such as thekeyphrases targeted, will not necessarily be in line with the goals of the marketing and salesdepartments. In addition, an IT resource will usually approach SEO from a purely technicalstandpoint, without being aware of ethical SEO practices, and this can lead to trouble. Penalizationis a very real possibility, and it is hard to get back onto an index once your site has been removed.MonitoringA thorough SEO service will monitor not only the handful of competitors that you deem crucial butalso the sites that appear higher than you for any of your chosen search phrases. This may besomewhat controversial, especially to any SEO service or webmaster that uses tactics forbiddenby the search engines terms of service. However, many white hat SEO service firms consider itan obligation to their clients to routinely monitor the sites of any competitor found on the engines tobe sure it is using ethical SEO techniques.
  3. 3. There is a reason that every major search engine has a form to report sites who do not use ethicalSEO tactics and who violate the terms of service so that these sites can be subsequentlypenalized or removed. Spam filters cannot catch all violations without also removing a largenumber of good sites. Search engines rely on their users to help them to keep their indexes cleanand free of sites not using ethical SEO tactics. There are many techniques to spam an engine--fartoo many to list. However, a good SEO service not only knows what all of these techniques arebut knows how to identify them when it sees them so they can be reported to the engineaccurately.The End ResultBusiness is business, and your interests often run directly counter to that of your competitors.When you report a website that is not using ethical SEO, it is very likely that it will be removed.This means there is one less company that you need to worry about in the online arena, at leastfor the time being. If the site in question outranked yours, you also get the added benefit of seeingyour rankings improve as the violating pages are removed--provided, of course, that you are usingethical SEO techniques and steering clear of violations yourself, or you may be reported by acompetitor of yours or its SEO service!The engine also benefits from users reporting violations. Engines do not like people trying to tricktheir indexes, since there might then be pages showing up for particular search terms that are notactually relevant to those terms. Clearly, search engines understand this benefit--if the enginesthought they could weed out all the spam themselves, they would not provide a reporting system.Supporting such a system, after all, is not free. Real people employed by the engine have to visitthe offending pages to confirm that they are not using ethical SEO tactics.In the notable example cited earlier of the firm that got most of its clients penalized, the owner ofthe SEO service in question was quoted as saying, "Google can kiss my ass. This is the Wild WildWest." He may be right--maybe it is the Wild Wild West. But there are a whole bunch of newsheriffs in town--and they are wearing white hats.Scott Buresh is the founder and CEO of Medium Blue, which was recently named the number onesearch engine optimization company in the world by PromotionWorld. ScottÂ’s articles haveappeared in numerous publications, including ZDNet, WebProNews, MarketingProfs, DarwinMag,SiteProNews, SEO Today, ISEDB.com, and Search Engine Guide. He was also a contributor toBuilding Your Business with Google For Dummies (Wiley, 2004). Medium Blue is an Atlantasearch engine optimization company with local and national clients, including Boston Scientific,Cirronet, and OneSource. Visit MediumBlue.com to request a custom SEO guarantee based onyour goals and your data.Article Source:http://EzineArticles.com/?expert=Scott_Buresh
  4. 4. ==== ====SEO is also known as Search Engine Optimization - It is good to be educated in this importanttopic if you have a websitehttp://tinyurl.com/6ooo6w8==== ====

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