ib tutor,tutorial-Bad search engine marketing and how to avoid it
|Bad search engine marketing and how to avoid it By: Ronald Kresten
A good search engine optimization company will generally use a number of methods to give your site the recognition it
deserves by the search engines. For example, if your site is new, has been rebuilt, or has an exciting new product or
service, an SEO company may suggest you do a press release, i.e. a news announcement. As well as sites like Digg, there are
sites that are dedicated to PR articles – which may be the way to go. Although PRs are not the most reliable way to get a
steady stream of backlinks (they’re very time sensitive, for one) they are an excellent internet reputation management tool.
However, too many sites don’t bother with press releases or other domain reputation paraphernalia. They just concentrate on
doing everything they can to get their pages ranked as high as possible on searches, even if it means using dishonest
tactics. They deserve to have poor results when it comes to SEO – and generally, they do. Google is quite fly when it comes
to sniffing out scammers.
The trouble is, it’s often not the site owner, but the search engine optimization company, that is at fault. For someone new
to the business, terms like linkbuilding and social media marketing can seen like a foreign language. Even experienced
webmasters can sometimes be taken in by the spiel. So, how do you know what practices to avoid – and which ones are cheeky,
1) Link exchange. A lot of link building services offer this, but generally it’s to be avoided. Basically, these are programs
which trade links – i.e. you put a link to their site, they put a backlink to yours by return. On the surface, it seems to be
an “I scratch your back, you scratch mine” type of deal, and it actually works pretty well if you’ve gained trustworthy
contacts with sites that have a relevance to your own.
However, beware of doing the same thing with link exchange companies – in particular, keep a close eye on the ratio of
outbound to incoming links. Many disreputable companies will get you to place multiple links to their site, while offering
little or nothing in return. Worse, they could turn out to be link farms. These have the same reputation among search engines
as phishing scammers, and could get your site removed from the directories permanently.
2) Linking to suspect sites. While it’s true that you don’t always have control over where your backlinks come from, it won’t
do your internet marketing plan any good – especially if you have outbound links to those same sites. At the very least,
you’ll ignite a flame war, and could even get banned. Again, the best way of avoiding this is not to enter into link exchange
programs with unknown third parties – they may be kosher, or they may turn out to be bad neighbours. This is a term covering
all sites that have been reported or banned for unethical or malpractice.
3) Be carful you don’t generate hundreds of links in a very short time. It may be that your new social media marketing plan
has gone into overdrive. However, the search engines will see it as bulk link purchasing – and penalise you for it.
- Sep 29 Sat 2012 10:26