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Search Engine Optimization
Whether you do it yourself, hire us, or hire another firm, here are a few tips in choosing a good
marketer.
Information from the biggest search
engine - Google.com
SEO is an abbreviation for "search engine optimizer." Many SEOs provide useful
services for website owners, from writing copy to giving advice on site architecture and
helping to find relevant directories to which a site can be submitted. However, there are
a few unethical SEOs who have given the industry a black eye through their overly
aggressive marketing efforts and their attempts to unfairly manipulate search engine
results.
We do have a few tips that may help you distinguish between an SEO that will improve your
site and one that will only improve your chances of being dropped from search engine
results altogether.
No one can guarantee a #1 rankings on Google. (*But If we do not get you a listing, you don't
pay us. )
Beware of SEO's that claim to guarantee rankings, or that claim a "special
relationship" with Google, or that claim to have a "priority submit" to
Google. There is no priority submit for Google. In fact, the only way to submit a site to
Google directly is by using the page at http://www.google.com/addurl.html. You can do this
yourself at no cost whatsoever.
Be careful if a company is secretive or won't clearly explain what they intend to do.
Ask for explanations if something is unclear. If an SEO creates deceptive or misleading
content on your behalf, such as doorway pages or "throwaway" domains, your site
could be removed entirely from Google's index. Ultimately, you are responsible for the
actions of any companies you hire, so it's best to be sure you know exactly how they
intend to "help" you.
You should never have to link to an SEO.
Avoid SEOs that talk about the power of "free-for-all" links or submitting your site to thousands of search engines. These are typically
useless exercises that do not affect your ranking in the results of the major search
engines. At least, not in a way you would likely consider to be positive.
Some SEOs may try to sell you the ability to type keywords directly into the browser
address bar.
Most such proposals require users to install extra software, and very few users do so.
Evaluate such proposals with extreme care and be skeptical about the self-reported number
of users who have downloaded the required applications.
Choose wisely.
While you consider whether to go with an SEO, you may want to do some research on the
industry. Google is one way to do that of course. You might also seek out a few of the
cautionary tales that have appeared in the press, including this article on one
particularly aggressive SEO: http://www.salon.com/tech/feature/2002/07/01/spyware_inc/index.html While Google does not
comment on specific companies, we have encountered firms calling themselves SEOs who
follow practices that are clearly beyond the pale of accepted business behavior. Be
careful.
Be sure to understand where the money goes.
While Google never sells better ranking in our search results themselves, several other
search engines combine pay-per-click or pay-for-inclusion results with their regular web
search results. Some SEO's will promise to rank you highly in search engines, but place
you in the advertising section of the engine rather than in search results. A few SEO's
will even change their bid prices in real time to create the illusion that they
"control" other search engines and can place themselves in the slot of their
choice. This scam does not work with Google because our advertising is clearly labeled and
separated from our search results, but be sure to ask any SEO you're considering which
fees go toward permanent inclusion and which apply toward temporary advertising.
Make sure you're protected legally.
For your own safety, you should insist on a full and unconditional money-back guarantee.
Don't be afraid to request a refund if you are unsatisfied for any reason, or if your
SEO's actions causes your domain to be removed from a search engine's index. Make sure you
have a contract in writing that includes pricing. The contract should also require the SEO
to stay within the guidelines recommended by each search engine for site inclusion.
What are the most common abuses a website owner is likely to encounter?
One common scam is the creation of "shadow" domains that funnel users to a site
by using deceptive redirects. These shadow domains often will be owned by the SEO who
claims to be working on a client's behalf. However, if the relationship sours, the SEO may
point the domain to a different site, or even to a competitor's domain. If that happens,
the client has paid to develop a competing site owned entirely by the SEO.
Another illicit practice is to place "doorway" pages loaded with keywords on the
client's site somewhere. The SEO promises this will make the page more relevant for more
queries. This is inherently false since individual pages are rarely relevant for a wide
range of keywords. More insidious however, is that these doorway pages often contain
hidden links to the SEO's other clients as well. Such doorway pages drain away the link
popularity of a site and route it to the SEO and its other clients, which may include
sites with unsavory or illegal content.
What are some other things to look out for?
There are a few warning signs you may be dealing with a rogue SEO. It's far from a
comprehensive list, so if you have any doubts, you should trust your instincts. By all
means, feel free to walk away if the SEO:
owns shadow domains
puts links to their other clients on doorway pages
offers to sell keywords in the address bar
doesn't distinguish between actual search results and ads that appear in search results
gets traffic from "fake" search engines, spyware, or scumware
has had domains removed from Google's index
If you feel you were deceived by an SEO in some way, you may want to report it.
The Federal Trade Commission (FTC) handles complaints about deceptive or unfair business
practices. To file a complaint, visit: http://www.ftc.gov/ and click on "File a
Complaint Online", call 1-877-FTC-HELP, or write to:
Federal Trade Commission
CRC-240
Washington, D.C. 20580
If your complaint is against a company in another country, please file it at http://www.econsumer.gov/. |
