When a company undertakes an internet search engine optimization program, whether it be performed in-house or outsourced to an SEO 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 company must observe how its site fares against all the other websites out there, whether the other sites are utilizing ethical Search engine optimization tactics or not.
Besides changes designed 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 engine results. However, this may not be usually the case. Often, you or your SEO service could have a direct impact on search results by monitoring your competitors and reporting them to the key search engines like google when the SEO techniques applied to their site fall outside precisely what is popularly known as ethical SEO. (Please note that while In my opinion that the word “ethical” is tossed around too often, “ethical SEO” has become the standard phrase to illustrate white hat techniques, and so it will be the phrase I use throughout the article.)
Primary Competitors. To begin with, let’s define competitors. Virtually every company has at the very least a handful of others it considers to become primary competitors–the ones that sell exactly the same products and services, which can be of comparable size, and so on. It is essential that the SEO efforts (or lack thereof) of these competitors, whether or not they are using ethical SEO techniques or not, be monitored on the routine basis. Should they have not hired a search engine optimization service that belongs to them, or when they have not started doing SEO in-house in any way, you will have satisfaction realizing that the use of this channel, for that moment, is yours. Should your competitors begin an SEO campaign, with or without a third party SEO service, you can study much about their sales and marketing tactics by evaluating the keyphrases that they target. And you may also investigate whether or not they are utilizing ethical SEO practices in their campaign.
Your Internet Competitors. It’s important to bear in mind that it must be unlikely that searchers will decide only between you and the key competitors you might have listed. They are likely to consider any company that matches their particular needs and that appears for search phrase. This is why your criteria to get a competitor online should broaden to encompass any business which offers products or services like yours that outranks you for any of your targeted keyphrases. Should your in-house staff or 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 main competitors of tomorrow.
Violations. This brings us for the key issue of ethical SEO. Search engine optimization continues to be a really new concept to the majority of companies. Even most respected companies can make mistakes in this particular arena, either by picking out the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people. For example, BMW’s German site was recently removed temporarily through the Google index for utilizing doorway pages–something that is not considered an ethical SEO practice. It stands to reason that your competitors are also not immune to violations.
Bad Firms. There are very notable types of otherwise smart and established companies hiring a search engine optimization service that put them in a worse situation than before they pursued SEO–through getting their internet site taken from major search engines for violating the engine’s regards to service, for instance. Not long ago, there is a well-publicized example where a lot of the clients of a Vegas SEO service were penalized. Almost all of the clients claimed that they were not informed the firm had not been practicing ethical SEO and that they were therefore in danger.
SEO firms are generally split into two camps–those called “White Hats” (those that use ethical SEO practices and definately will never knowingly violate searching engine’s relation to service) and those called “Black Hats” (those which do not use ethical SEO practices and will attempt to unravel the newest algorithms and exploit any loopholes to achieve rankings at any cost). Neither approach is invalid–it is far from against the law to violate the terms of service of an internet 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 will not use ethical SEO practices should really be apprised with this risk at the start.
Internal Resources. Firms tend to be tempted to avoid hiring a search engine optimization service by performing SEO in-house, and also the project typically falls onto an already overburdened IT department. The situation with approaching SEO coming from a strictly technical mindset is that the strategies employed, such as the keyphrases targeted, will never necessarily be consistent with the goals from the marketing and sales departments. Additionally, an IT resource will usually approach SEO coming from a purely technical standpoint, without being familiar with ethical SEO practices, and this might lead to trouble. Penalization is an extremely real possibility, and it is difficult to get back onto an index as soon as your site has become removed.
Monitoring. A complete SEO service will monitor not merely the number of competitors that you simply deem crucial but also the sites that appear higher than you for all of your chosen search phrases. This may be somewhat controversial, especially to the SEO service or webmaster which uses tactics forbidden from the search engines’ terms of service. However, many white hat SEO service firms contemplate it an obligation with their clients to routinely monitor the sites of the competitor found on the engines to be sure it is using ethical SEO techniques.
You will find a explanation why every major online search engine has a form to report sites that do not use ethical SEO tactics and who violate the relation to service in order that these sites could be subsequently penalized or removed. Spam filters cannot catch all violations without also removing a lot of good sites. Search engine listings depend on their users to help them to have their mqtnwo neat and free of sites not using ethical SEO tactics. There are many techniques to spam an engine–too many to list. However, an excellent SEO service not only knows what many of these techniques are but is able to identify them if it sees them so they can be reported for the engine accurately.
The End Result. Company is business, and your interests often run directly counter to that of the competitors. Once you report a web site which is not using ethical SEO, it is extremely likely that it will likely be removed. What this means is there exists one less company that you need to concern yourself with within the online arena, a minimum of for the time being. When the site involved outranked yours, you also obtain the additional benefit of seeing your rankings improve because the violating pages are removed–provided, needless to say, that you will be using ethical SEO techniques and steering away from violations yourself, or you could be reported with a competitor of yours or its SEO service!