When a company undertakes yahoo search optimization program, whether it is performed in-house or outsourced to an SEO service, most of the attention (and appropriately so) is seo experts bedford focused on the company website. This is the one aspect where there is a feeling of control–once a website is released into the wild, the company will have to observe how its site fares against all the other websites out there, whether the other sites are using lawful SEO tactics or not.
Apart from changes made to the company website, the forecasts is often that the company and, if it is using one, its SEO service, has zero control over what appears in yahoo and google. However, this is not usually the case. Often, you or your SEO service can have an effect on yahoo and google by monitoring your competitors and coverage them to the major search engines when the SEO techniques attached to their site fall outside what is popularly referred to as lawful SEO. (Please note that while I believe that the word “ethical” is tossed around too often, “ethical SEO” is just about the standard phrase to describe white hat techniques, and so it is the phrase I use throughout the article. )
First of all, let’s define competitors. Almost every company has at least a handful of other companies that it considers to be primary competitors–the ones that sell the same product or service, that are of similar size, and so on. It is important that the SEO efforts (or lack thereof) of these competitors, whether or not they are using lawful SEO techniques or not, be administered on a routine basis. If they are yet to hired an SEO service of their own, or if they are yet to started doing SEO in-house at all, you will have peace of mind knowing that the use of this sales channel, for the moment, is yours. If your competitors begin an SEO campaign, with or without an outside SEO service, you can learn much about their sales and marketing tactics by evaluating the keyphrases that they target. And you can also investigate whether or not they are using lawful SEO practices in their campaign.
Your online Competitors
It’s important to note that it is unlikely that searchers are going to decide only between you and the primary competitors you have listed. They are going to consider any organization that matches their particular needs and that shows up for their search term. This is why your criteria for a player online should broaden to include things like any organization that has products or services like yours that outranks you for any of your targeted keyphrases. If your in-house staff or your SEO service not only continually monitors your search engine positions but also analyzes the companies that appear above you and google results, you can often identify forward-looking competitors which you were previously unaware–your primary competitors of tomorrow.
This brings us to the key issue of lawful SEO. Search engine optimization is still a very new concept to most companies. Even the most respected companies can make mistakes in this arena, either by choosing 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 quickly from the Google listing for using doorway pages–something that is not considered an lawful SEO practice. It stands to reason that your competitors are also not immune to violations.
There are very notable examples of otherwise smart and established companies hiring an SEO service that put them in a worse situation than before they went after SEO–by getting their site taken out of major search engines for violating the engine’s terms of service, for example. Until recently, there was a well-publicized example where most of the clients of a Las vegas SEO service were penalized. Almost all of the clients claimed that they just weren’t informed that the firm was not practicing lawful SEO and that they were therefore in jeopardy.
SEO firms are generally divided into two camps–those called “White Hats” (those that use lawful SEO practices and will never knowingly violate a search engine’s terms of service) and those called “Black Hats” (those that do not use lawful SEO practices and that will attempt to unravel the latest algorithms and exploit any loopholes to achieve rankings at any cost). Neither approach is invalid–it is not unlawful to violate the terms of service of yahoo search. Moreover, black hat techniques can be quite effective. However, the tactics are risky, and anyone hiring an SEO service that sports a black hat and does not use lawful SEO practices should definitely be apprised of this risk up front.
Firms are often tempted to avoid hiring an SEO service by performing SEO in-house, and the project almost always falls onto an already overburdened IT department. The problem with approaching SEO from a strictly technical mindset is that the strategies employed, such as the keyphrases targeted, will not necessarily be in line with the goals of the marketing and sales section. In addition, an IT resource usually approach SEO from a purely technical understanding, without thinking about lawful SEO practices, and this can lead to trouble. Penalization is a very real possibility, and it is hard to get back onto an listing once your site has been removed.
The comprehensive SEO service will monitor not only the handful of competitors that you regard as crucial but also the sites that appear higher than you for any of your chosen keyword phrases. This may be somewhat suspect, especially to any SEO service or webmaster that uses tactics a no-no by the search engines’ terms of service. However, many white hat SEO service firms contemplate it an obligation to their clients to routinely monitor the sites of any player found on the machines to be sure it is using lawful SEO techniques.
There is a reason that every major search engine has a form to report sites who do not use lawful SEO tactics and who violate the terms of service so that these sites can be subsequently penalized or removed. Spam filters cannot catch all violations without also removing a large number of good sites. Search engines rely on their users to help them to keep their indexes clean and free of sites not using lawful SEO tactics. There are many techniques to spam an engine–far too many to list. However, a good SEO service not only knows what all of these techniques are but knows how to identify them when it sees them so they can be reported to the engine accurately.
Business is business, and your interests often run directly counter to this of your competitors. When you report a website that is not using lawful 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 least in the mean time. If the site in question outranked yours, you also get the added selling point of seeing your rankings improve as the violating pages are removed–provided, of course, that you are using lawful SEO techniques and steering clear of violations yourself, or you may be reported by a player of yours or its SEO service!
The engine also advantages of users coverage violations. Machines don’t especially like people trying to trick their indexes, since there may then be pages showing up for particular search words that are not actually relevant to those terms. Clearly, search engines figure this out benefit–if the machines thought they could weed out all the spam themselves, they would not provide a coverage system. Supporting such a system, after all, is not free. Real people employed by the engine have to go to the offending pages to confirm that they are not using lawful SEO tactics.
In the notable example offered earlier of the firm that got most of its clients penalized, internet websites the SEO service in question was estimated as saying, “Google can kiss my ass. This is the Wild Wild To the west. inch He may be right–maybe it is the Wild Wild To the west. But there are a whole bunch of new sheriffs in town–and they are wearing white hats.