Get Better Search Engine Rankings by Using Ethical Search Marketing - dummies

Get Better Search Engine Rankings by Using Ethical Search Marketing

In order to achieve the best rankings on search engines and get the most clients, some unethical SEO (Search Engine Optimization) practitioners have developed more and more devious technology to trick search engines and beat the competition. Thus there are two types of techniques used in SEO:

  • White hat: This is all SEO techniques that fall into the ethical realm. White hat techniques involve using relevant keywords, Alt attribute text, simple and clear metadata, and so on. These techniques clearly comply with the published intent of the various search engine quality guidelines.

  • Black hat: These SEO techniques are sneaky, devious, and attempt to game the engines to promote content not relevant to the user. They are deceptive and generally break (or at least stretch) the search guidelines, commonly leading to spam penalties that are painful at best and devastating at worst.

With the search engines implementing aggressive anti-spam programs, the news is out: If you want to get rankings, you have to play well within the rules. And those rules are absolutely “No deception or tricks allowed.” Simply put, honest relevancy wins at the end of the day. All other approaches fade away.

Generally, the search engines all adhere to a code of conduct. Little things do vary from search engine to search engine, but the general principle is the same:

  • Keywords should be relevant, applicable, and clearly associated with page body content.

  • Keywords should be used as allowed and accepted by the search engines (placement, color, and so on).

  • Keywords should not be utilized too many times on a page (frequency, density, distribution, and so on). The use should be natural for the subject.

  • Redirection technology (if used) should facilitate and improve the user experience. But understand that this is almost always considered a trick and is frequently a cause for removal from an index.

  • Redirection technology (if used) should always display a page where the body content contains the appropriate keywords (no bait and switch).

You can get back into a search engine’s good graces after getting caught spamming and being yanked out of the index. It involves going through your page and cleaning it up, removing all of the spam issues that caused it to get yanked in the first place, and re-submitting your page for placement into the index. Don’t expect an immediate resubmission, though. You have to wait in line with everyone else.