Search Engine Optimisation, also known as SEO or Search Engine Placement is a kind of Online Marketing used to increase the chances of a online business getting online visits from the right sort of client and in the end accomplishing good business from that visit. A good Search Engine Optimisation Company will only use ethical techniques to enhance the Search Engine Placement on a search engine’s results page for a web site.
The start point of ethical optimisation is thorough analysis and application of keywords and phrases that a searching customer is prone to use on and around a business’s website. The Search Engine Optimisation Company must agree the keywords to be supported with the business owners, as this keyword list can form the basis of payments made by the business for its improved Search Engine Placement.
References or back-links to the client’s web site, specially from other websites that are relevant will also raise its profile and importance to the search engines. A web-site with more of these backward references will of course seem more popular. The right links in the right places help both the receiver and the giver.
These techniques are also supported by the creation of abstract articles commenting on the client’s business. These articles are then widely published across the internet. The articles will contain links that connect to the client’s web site.
These techniques, often known as White Hat techniques, generally have much better long-term success. They enhance the search from a human point of view rather than the pure mechanics of a search. They stick to the rules and policies laid out by the search engines. Optimisation using ethical methods will not only enhance the client success rate but also strengthen the reputation of the client with potential customers and search engines. This also reflects well on the SEO Company and the reliability of the search engines themselves for Online Marketing.
As with any kind of work, there are many ways of achieving the desired results. Unethical techniques can be applied aggressively for improved short term impact, but with long-term consequences. They might even result in a company’s web-site being effectively banned from search engines. However, Optimisers using these techniques (known in some circles as Black Hat techniques) appear to believe that a damaged reputation is a tolerable price of that gain, not worrying about the long-term future.
One popular method used is spamdexing, or keyword stuffing, which involves overloading a web page with keywords to make the page seem more relevant to a search robot. Such unethical use of keywords could, in the past, result in a search engine giving a falsely high priority to an irrelevant website. This overloading or Keyword Stuffing was frequently done by making keywords invisible to people viewing the web site. Keyword stuffing is sometimes still used as a way of directing visitors to a doorway page, an intermediate web site usually owned by the optimizer. This web site is then used to direct searchers to the client’s site instead of allowing the searcher to go directly from the search results list to the actual web site that he is looking for return immediately to the search engine results in the hope of finding a more useful outcome with another company and can result in an undeserved distrust of that search engine.
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