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Your SEO Service, Ethical SEO, and Competitor Monitoring

Each time a company undertakes a research engine optimization program, whether it's performed in-house or outsourced to an SEO service, all of the attention (and rightly so) is focused on the organization website. Here is the one aspect where there's a feeling of control--once a website is released into the wild, the organization must observe its site fares against all of those other websites available, whether one other sites are utilizing ethical SEO tactics or not.

Besides changes designed to the organization website, the assumption is often that the organization and, if it is using one, its SEO service, has zero control over what appears browsing engine results. However, this is not usually the case. Often, you or your SEO service can have a direct effect on search engine results by monitoring your competitors and reporting them to the major search engines when the SEO techniques applied to their site fall outside what's popularly known as ethical SEO. (Please note that while I believe that the term "ethical" is tossed around too often, "ethical SEO" has transformed into the standard phrase to describe white hat techniques, and therefore it is the phrase I take advantage of through the article.)

Primary Competitors

To start with, let's define competitors. Nearly every company has at least a handful of other companies that it considers to be primary competitors--the ones that sell the exact same products and services, which can be of similar size, and so on. It is very important that the SEO efforts (or lack thereof) of these competitors, whether they are using ethical SEO techniques or not, be monitored on a routine basis. If they've not hired an SEO service of their very own, or if they've not started doing SEO in-house at all, you will have reassurance comprehending that the use of this channel, for as soon as, is yours. If your competitors begin an SEO campaign, with or with no outside SEO service, you can learn much about their sales and marketing tactics by evaluating the keyphrases they target. And you can also investigate whether they are using ethical SEO practices within their campaign.

Your Online Competitors

It's crucial that you bear in mind that it's unlikely that searchers are going to decide only between you and the principal competitors you've listed. They are going to consider any organization that matches their particular needs and that appears because of their search term. This is why your criteria for a competitor online should broaden to encompass any organization that gives products or services like yours that outranks you for many targeted keyphrases. If your in-house staff or your SEO service not merely continually monitors your search engine positions but additionally analyzes the businesses that appear above you browsing results, you can often identify forward-looking competitors of which you were previously unaware--your primary competitors of tomorrow.


This brings us to the main element dilemma of ethical SEO. Internet search engine optimization remains a very new concept to many companies. Even probably the most respected companies will make mistakes in this arena, either by choosing the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people. For instance, BMW's German site was recently removed temporarily from the Google index for using doorway pages--something that is not considered an ethical SEO practice. It stands to reason your competitors may also be not immune to violations.

Bad Firms

There are very notable samples of otherwise smart and established companies hiring an SEO service that put them in a worse situation than before they pursued SEO--by getting their site taken off major search engines for violating the engine's terms of service, for example. Not long ago, there clearly was a well-publicized example where all of the clients of a Las Vegas SEO service were penalized. The vast majority of the clients claimed that they certainly were not informed that the firm was not practicing ethical SEO and that they certainly were therefore at risk.

SEO firms are often split into two camps--those called "White Hats" (those that use ethical SEO practices and won't knowingly violate a research engine's terms of service) and those called "Black Hats" (those that do not use ethical SEO practices and that may try to unravel the most recent algorithms and exploit any loopholes to accomplish rankings at any cost). Neither approach is invalid--it isn't against the law to violate the terms of service of a research engine. Moreover, black hat techniques can be very effective. However, the tactics are risky, and anyone hiring an SEO service that wears a black hat and doesn't use ethical SEO practices should truly be apprised with this risk up front.

Internal Resources

Firms are often tempted to avoid hiring an SEO service by performing SEO in-house, and the project typically falls onto an already overburdened IT department. The issue with approaching SEO from a strictly technical mindset is that the strategies employed, including the keyphrases targeted, won't necessarily be in accordance with the goals of the marketing and sales departments. In addition, an IT resource will often approach SEO from a purely technical standpoint, without being alert to ethical SEO practices, and this can lead to trouble. Penalization is really a very real possibility, and it is hard to get back onto an index once your website has been removed.


An intensive SEO service will monitor not merely the handful of competitors that you deem crucial but additionally the sites that appear higher than you for many chosen search phrases. This may be somewhat controversial, especially to any SEO service or webmaster that uses tactics forbidden by the search engines'terms of service. However, many white hat SEO service firms contemplate it an obligation with their clients to routinely monitor the sites of any competitor located on the engines to be sure it is using ethical SEO techniques.

There is reasons that every major search engine has an application to report sites who don't use ethical SEO tactics and who violate the terms of service so that these sites can be subsequently penalized or removed. Spam filters cannot catch all violations without also removing a big amount of good sites. Search engines rely on the users to help them to help keep their indexes clean and without any sites not using ethical SEO tactics. There are lots of techniques to spam an engine--far too many to list. However, an excellent SEO service not merely knows what most of these techniques are but knows how to spot them when it sees them to allow them to be reported to the engine accurately.

The End Result

Business is business, and your interests often run directly counter compared to that of your competitors. Whenever you report a website that is not using ethical SEO, it is very possible that it will be removed. buy pbn backlinks  This implies there's one less company that you need to be concerned about in the web arena, at least for enough time being. If the site under consideration outranked yours, additionally you get the added benefit of seeing your rankings improve since the violating pages are removed--provided, obviously, that you will be using ethical SEO techniques and steering clear of violations yourself, or you may well be reported by way of a competitor of yours or its SEO service!

The engine also advantages from users reporting violations. Engines do nothing like people attempting to trick their indexes, since there might then be pages showing up for particular search terms that aren't actually strongly related those terms. Clearly, search engines appreciate this benefit--if the engines thought they could weed out all of the spam themselves, they'd not supply a reporting system. Supporting this type of system, all things considered, isn't free. Real people employed by the engine have to see the offending pages to ensure that they are not using ethical SEO tactics.

In the notable example cited earlier of the firm that got nearly all of its clients penalized, the owner of the SEO service under consideration was quoted as saying, "Google can kiss my ass. Here is the Wild Wild West." He might be right--maybe it is the Wild Wild West. But you can find a whole bunch of new sheriffs in town--and they are wearing white hats.

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