Posted by : Amanda Stein Thursday, August 1, 2013

Every online business needs to use search engine optimization (SEO) to make it easier for their current and potential customers to find them. However, it is also important to use SEO in a responsible manner. For example, there are some companies that have used Search Engine Optimization in a way that is ethically questionable. Although this might temporarily increase their traffic, it will also erode consumer confidence, and it could have an impact on one of Google's future algorithm changes. Therefore, every business owner needs to learn the importance of using SEO in an effective and ethical way.

The Face of Unethical SEO

A good example of the unethical usage of SEO can be found on any website that lists keywords or links that do not actually apply to the site. For example, if you sell artwork, you should only list the names of all of the artists who are represented on your site. In other words, if you do not have any Jackson Pollock prints for sale, you should not embed his name into the meta tags or description of your site. Sadly, many companies go this route with their websites, and it only ends up turning off their potential customers. Even worse, some companies go so far as to use SEO that makes their site appear to be affiliated with one of their competitors. Again, this type of dishonest practice will make your visitors unhappy, and it could also lead to trademark complications with other companies. In other words, it is always best to use your SEO to specifically address products and services that your company actually offers.

Quality SEO and Why it’s so Important

According to SEO company Everspark Interactive, "top ranking a website on the search engines has to do with 2 main factors, relevance and popularity." You also need to pay attention to ethics and quality to make your site truly successful. After all, even if all of your keywords are accurate, you will still have issues if the content on your site is poorly written. Therefore, you need to take the time to make sure that every piece of writing on the website contains valuable information, pertinent keywords, good spelling and proper grammar. If you fail to pay attention to all of these points, your site will be penalized by Google's search engine ranking algorithm, and this will greatly diminish your odds of having a successful online business.

How will SEO Change in the Future?

Even though there are several popular search engines, Google is well-poised to remain at the top of the heap for the foreseeable future. Because of this, website designers have to pay close attention to every algorithm change that Google makes. For example, it was Google that forced businesses to pay closer attention to providing quality content, relevant keywords and a reduction of links.

Although it is impossible to know exactly what changes Google is working on right now, it is likely that they will eventually develop a way to punish sites that use unethical SEO practices. Unless you want to get stuck scrambling for a complete rewrite of your website, it is a good idea to remove any unethical keywords immediately and move forward with a high-quality, accurate approach to Search Engine Optimization.

Without SEO, your company's website will not capture the attention of your target audience. Therefore, every web-based business needs to place a strong emphasis on using positive SEO techniques, and it is also important to keep a close eye on Google's updates to ensure that your site is properly formatted to reach the highest possible search engine ranking.

Free -lance artist, event host, and author Molly Pearce looks to the internet for a lot of her business traffic. For research purposes she follows companies like Everspark Interactive, a growing SEO firm who places the utmost importance on creative, quality content and on educating others on the world of SEO.


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