Search Engine Optimisation is a wide and varied subject with no single, specific correct way of doing things. However, in stark contrast to this, there are many wrong ways to perform search engine optimisation. Black hat SEO is the term given to optimisation that relies on overly artificial methods to improve search engine rankings. Practice such as using invisible text and keyword stuffing a web page are considered among these practices and search engines will often penalize those sites that are found to be using any black hat search engine optimization methods.

Recovering From Search Engine Penalties

Once a site has been penalised it is incredibly difficult, if not impossible, to recover from the negative effects. Sometimes this may mean a serious drop in search engine rankings, but in the most extreme cases it can mean an entire website being blacklisted and de-indexed from the search engine results altogether.

The Dangers Of Unethical SEO Services

A lot of businesses and individuals use SEO services to help promote their site. Few people have the expertise required to effectively promote a site in the search engines and so they rely on others to do this for them in a cost effective manner, and ethical manner. However if your SEO service uses unethical or black hat means to promote your site then you still stand to be penalised for these efforts. The search engines don’t see this as any kind of defence and putting it forward as a reason will not get your site back in the rankings.

Research Is Key

When looking for a search engine optimisation company, do your research. Start with their own website – ensure that they are indexed by searching the main search engines using their domain. If they are not indexed then this should raise some serious doubts at least over their abilities. Also look at the tactics they use on their own pages. If there is an over abundance of keywords in the main content or in the meta tags of pages consider steering clear.

Accreditation

Look at any accreditation and follow the links provided. Alternatively, visit the sites and see how accreditation is gained. Some accreditation services require little more than payment making them a poor form of crediting a service as being an ethical SEO provider. The search engines themselves do not recommend SEO services so don’t believe any claims to the contrary.

Past Performance

Check portfolio and testimonial pages, if they are offered and see how those sites and pages are now performing. Ethical services will not be afraid to show off their clients, but some may still choose not to. If you are interested in a service that does not include these pages, ask for references or details of previous work so you can check them out thoroughly.

Ethical Search Engine Optimisation

Search engines do not actively encourage search engine optimisation, because they would prefer that sites be promoted organically through the provision of high quality content and the genuine awarding of links from other sites. However, they don’t have a problem with ethical SEO services. Finding a service like this ensures that your site does not get black-listed by search engines and that your pages will receive the ranking they deserve.

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