Ethical Search Engine Optimization (or SEO for short) is a critical component of any website’s success on the web. It is a rapidly developing and dynamic business. Because of the high demand for SEO services, some tricky and controversial methods targeted at cheating the search engines have penetrated the market. Such unethical techniques that are often called ‘Black Hat SEO’ distort the good name of SEO practitioners. Companies that hire (even mistakenly) SEO professionals who employ Black Hat SEO are penalized by search engines.
The damage that you may suffer as a result of applying Black Hat SEO to your website will affect both your ranking on the search engine and the overall image of your business. The seeming benefits of unethical SEO are not worth the money that you pay for it and the risk that you take. There are a number of ways to make sure that the company you are going to hire will stick to the search engines’ guidelines and implement an ethical Search Engine Optimization campaign for you.
Keep asking questions as to the methods they are going to employ for every component of SEO efforts. Inquire how they intend to generate incoming links to your site. The most popular Black Hat link building method is via Link Farms that have numerous links but no actual content. Most of these links have no relation to a particular topic that searchers are looking for. This technique is penalized as severe as a ban from the search engine listings.
If you get to know that your company is going to hide the chosen keywords in the content of your site, what you are offered may well turn out to be the so-called keyword stuffing which is also Black Hat SEO. What they actually will do is just try and use as many keywords and search phrases as possible without backing them up with relevant content. This method relies on the assumption that the more keywords you have on your site, the higher you will show up in the search results. The truth, however, is that search engines are also well aware of this particular method and have found a number of ways to avoid this trick. Google, for one, focuses on the relevance of the content to the keywords and provides better quality with higher placement.
These are just a few of the techniques employed by Black Hat SEO practitioners. The better you know in what exact ways your site is going to be optimized, the higher are the chances that you will get professional and ethical Search Engine Optimization services. While many of the SEO companies on the market are reliable and trustworthy, there are still a number of ‘specialists’ out there who don’t really care of what you will eventually get. So watch out, it’s better to be safe than sorry.