The Ethical Search Engine Optimisation Company

Ethical Search Engine Optimisation Company

Ethical Search Engine Optimisation (SEO) techniques have the power to propel your website up the organic search rankings, dramatically boosting the amount of high quality, relevant traffic to your domain. All ethical SEO methods come under the collective term ‘white hat’, and a reputable Search Engine Optimisation Company will employ solely white hat techniques in its quest to optimise your site.

On the other side of the SEO coin are the so-called ‘black hat’ methods that can do your website much more harm than good, even resulting in expulsion from a search engine indexes altogether in many cases. Make no mistake – black hat SEO will have negative implications for your website sooner or later, and once you’re out of favour with the search engines it can be hard to get back in, if at all. A search engine ban spells disaster for any online business, and a Search Engine Optimisation company offering black hat services should be avoided at all costs.

Three white hat SEO techniques typically employed by a Search Engine Optimisation Company:

1.    SEO copywriting: Google loves content – and so do web users. Not only does a website’s content hold the key to attracting the attention of search engines through clever use of keywords and long tail phrases (even more so now as we move into the age of semantic web technology), but engaging, well written content also has the power to keep readers on your website, with the very best copy even helping convert them into paying customers. A good Search Engine Optimisation Company will offer high quality web content writing as a core service.

2.    Link building: Inbound links (also called backlinks) are essential for raising Page Rank. A network of high quality links to a domain from webpages with a high Page Rank of their own can eventually result in a higher Page Rank for the site being linked to. The likes of Google, Yahoo! and MSN often look for inbound links when deciding on how high to rank a website, because inbound links represent a recommendation as to the quality of the linked site.  Again, a good Search Engine Optimisation Company will offer link building as one of their main services.

3.    Meta-data optimisation: Despite being less important than it perhaps once was, ensuring that your website can be read by search engine crawlers is still an essential part of SEO. Meta-data is essentially data about data, which in the context of the web is comprises of embedded code that gives crawlers a synopsis of a webpage’s content. By synchronizing meta-data with on page content, you can optimise your webpages more effectively. A good Search Engine Optimisation Company will optimise meta-data as routine.

Three common black hat techniques that a good Search Engine Optimisation Company will avoid:

1.    Invisible content: the packing of over-optimised, spammy copy into hidden features on a webpage in order to fool search engine crawlers into ranking the site as one that’s much more relevant than it actually is. Modern search engine crawlers can easily identify this practice, resulting in more spammy sites than ever before being expelled from search engine indexes.

2.    Keyword stuffing: similar to the previous example, except the content is not hidden. Keyword-stuffed websites offer a vastly distorted initial profile to the search engine crawlers, as well as a poor reader experience. Website content that verges on stuffing but is still readable can be classed as ‘grey hat’ and may be flagged for human review by the automated search engine crawlers.

3.    Content mining: automated software that crawls the internet for relevant articles and other content, and automatically ports it into the host website’s copy. The result is unoriginal, cribbed content that search engines could recognise as duplicate content and subsequently punish for.

The Web Marketing Group – the ethical Search Engine Optimisation Company

We offer 100% white hat SEO services at the Web Marketing Group. All of our services are meticulously considered in the wider context of SEO, and we constantly monitor changes and trends within the industry to ensure that all of our products and services continue to conform to the strict SEO code of ethics.

Need an ethical SEO strategy to grow your sales? Click here to talk to us today.