Search is a growing industry, and it seems that every day there is a new hunt engine optimization enterprise in the game. However, the skills of many of these hunt engine optimization companies are questionable -- staying on top of the knowledge curve can be daunting, and getting up to speed more daunting still. Moreover, there are a huge range of tactics, "safe" and "unsafe" practices (in terms of the risk of penalization), and other foremost enterprise considerations that you should think about before deciding on any particular hunt engine optimization company.
The following is the first of a three-part series that provides a list of questions to help you to decide if the enterprise you are considering is deserving of your trust. In this installment, we'll focus on the tactics that hunt engine optimization companies might use that could put your website at risk of penalization or removal from the major hunt engines.
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Ask your potential hunt engine optimization enterprise the following:
"Do you show hunt engines anything that a visitor does not see?"
There is a base tactic that clear hunt engine optimization companies use called "cloaking." In straightforward terms, these companies use technology that enables your website to recognize when a visitor to your site is a spider and to then feed that spider specialized content designed to rank highly in hunt engines. This tactic violates the Terms of service (Tos) of every major hunt engine. Sites that are caught cloaking are routinely removed from engines. Therefore, depending on your tolerance for risk, you may want to find a hunt engine optimization enterprise that does not hire this tactic.
"Do you originate pages, either on my server or somewhere else, that are not built in to the pilotage of my site?"
Another base technique that some hunt engine optimization companies hire is the creation of "doorway pages." Since the term "doorway page" now has such a negative connotation in the industry, many hunt engine optimization companies have their own names for such pages: "gateway pages," "bridge pages," "targeted entry pages," "specialized content pages," and so on. anything they are called, such pages are rarely sufficient and also put websites at risk of penalization, as this is someone else tactic that violates the Tos of every major engine. If your potential hunt engine optimization enterprise does not give you a definitive "no" to the above question, you may want to look elsewhere.
"What is your link construction methodology? Is it automated, and do you target reciprocal links?"
Quality hunt engine optimization companies are concerned about garnering potential inbound links to your website because "link popularity" plays a big factor in rankings. If the major players at any potential hunt engine optimization enterprise tell you that they do not build links, it's time to laugh in their faces, call them lazy, and move on.
Because looking potential links from potential sites is very time consuming, many hunt engine optimization companies have tried to automate the process. One undesirable coming to link construction is self-acting reciprocal linking schemes, often responding to the ubiquitous emails that are sent to anything with a website, looking for link exchanges to boost a site's link popularity. The danger here is that an outbound link from your site is counted as a "vote" for the site to which it links. If that site gets penalized, your site may get penalized in turn. (Google refers to this type of linking connection as a "bad neighborhood.") A good hunt engine optimization enterprise will concentrate instead on garnering potential inbound-only links to your website and adding the type of content that makes it worthy of non-reciprocal links from a range of sites.
"Do you use secret text or secret links?"
Search engines, as a rule, do not like it when a website shows them content that is not designed for a visitor to see. However, there are hunt engine optimization companies that will hire secret text (text that is the same color as the background color of a page or text that is secret behind a graphic, for example) to try to boost that page's relevance, and thus the page's ranking. Other hunt engine optimization companies will use secret links, typically sized down to one pixel, that lead to dozens, or even hundreds of pages that are not designed for visitors to see, known as doorway pages. This is someone else tactic that, if discovered, can get a website removed from hunt engines. If you are averse to this type of risk, make clear the hunt engine optimization enterprise that you are considering gives you a definitive "no" in acknowledge to the question.
"Have you ever gotten a client's site penalized? If so, when was the last time?"
Many potential hunt engine optimization companies have, at one time or another, gotten a client site penalized, either due to a convert in the Tos of an engine or an oversight of some sort. If the hunt engine optimization enterprise with which you are speaking tells you that it has gotten a site penalized, but that it was many years ago, this may not be such a big deal. But if the enterprise tells you that it caused a site to be penalized last week, you should fast gather a cross and some garlic and run screaming in the opposite direction.
While these questions do not cover all potentially perilous methodologies, it has been my caress that shady hunt engine optimization companies rarely use only one illegal trick -- and one of the tricks in their arsenal is practically unmistakably listed above. If a hunt engine optimization enterprise gives you a lot of evasive answers to these questions, it may give you an idea of the type of firm that you are dealing with. Unless you are comfortable with the risks linked with the above tactics used by some hunt engine optimization companies, I advise you find someone else vendor.
Coming soon - Part 2: Questions to decide your potential hunt engine optimization company's competence level.
Questions to Ask Your potential crusade machine Optimization business - Part One
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