Search engine optimisation has become increasingly dominant over the last decade, as businesses fight tooth and nail to increase their search engine rankings and secure first page places. Accordingly, the rise and rise of the search engine optimisation agency goes hand in hand with the imperative importance that businesses place on their internet presences. There are many services providers offering their expertise and professionalism to jettison websites to the higher echelons of Google and other key search engine rankings.
Businesses naturally enlist the services of external providers in order to outsource important functions that they do not have the expertise to fulfill in house. Nor do they have the time and resources to throw in to the mastery of fields that impact their businesses, yet are unrelated to the core natures of their businesses. Website optimisation techniques continue to become more ingenious. Professional services not only continually evolve their adeptness at sending required messages to the major search engines, but additionally discover new ways to manipulate the game. Savvy business owners and their marketing personnel are well advised to wisely forearm themselves with at least a little background knowledge about the techniques their service providers use to boost search engine rankings.
Some suppliers, whilst being able to provide initial evidence of dramatically improved search engine results, are accused of using what are known as black hat techniques. Such techniques were licit and widespread in the earlier days of SEO, yet they have come to be regarded as cheating quick fixes. Providers who continue to stand and fall by black hat techniques might initially bowl their clients over with quantified results, as the fact of the matter is that these methods do work.
Yet clients who lack the basic knowledge to identify when their suppliers are putting on black hats are consequently unaware that their websites are in danger of being banned for utilising unethical methods. The key to sorting out the wheat from the chaff is for businesses to be able to identify black hat practices and nip them in the bud rapidly if they are being used.
Many companies who are in the initial stages of familiarising themselves with SEO might be unwittingly yet actively encouraging the use of black hat techniques. It is a very common misconception of those not ‘in the know’ that the excessive use of keywords and phrases is far more of a hindrance than it is a help. Many business people naturally assume that the more keywords they can stuff in to every paragraph of their web copy, the more chances they are creating for their sites to be acknowledged by Google.
On the contrary, search engine spiders have uncanny abilities to differentiate organic keyword usage from the peppering of keywords for the sheer sake of it. The same goes for the inclusion of copy that is invisible to browsers, for example, the placement of black text on black backgrounds, and fake doorway pages.
At Optimization.co.uk, we have an intrinsic understanding of black hat methods that produce short term hits without long term gains. Our vast industry experience enables us to achieve similarly impressive results that are both ethical and sustainable in the longer term.
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