A Search engine optimization company can decide to use ethical or unethical SEO techniques, also known as white-hat and black-hat techniques. The phrases white-hat and black-hat come from old cowboy films where the decent chaps wore white hats and the bad guys wore black hats. There are also the less significant grey-hat methods which, while not absolutely unethical, do cross a few boundaries.

For companies whose main aim is Search Engine Placement, and on top of that immediate listing on Page 1 of a search, this can actually be done by use of unethical techniques. Exagerated use of keywords and phrases (known as keyword stuffing), or use of key words hidden in the meta tags or overused in the titles, can all help to push the position of a company’s web site for a time. However, if there is a soaring bounce rate for a web site, it will lose integrity with the search engines very quickly and end up with the web site being banned. Also, it is highly unlikely that many of these searches will in reality create business for the web site.

Link farms can also be used to improve credence to a web site, as it allows large numbers of links within your web site, but these often have no relation at all on what your web site is about and end up exasperating the searcher. Use of mirror sites, whereby the same content is used on duplicate sites, the only difference being the URL are again used only to manipulate search engines. As search engine spiders become more advanced, it is difficult for organisations to cheat search engines over a period of time, and when they are caught, they may be black-listed and find it virtually impossible to get back onto a search engine index again. You are then going to lose an opportunity for easy Online Marketing and could end up losing your company.

White-hat, ethical techniques can be used by a Search Engine Optimisation Company to make sure of a long lasting product, useful to the search engine and the user, and which are not in place to mislead or manipulate the search engine placement for the customer. Initially, optimising the use of quality key words that are apparent, means that the web site has a secure foundation. A good title on each web page, and a site map to assist the user and search engine spider to navigate around the site are also good ethical techniques to employ.

Once the web site has been optimised, search engine placement can be improved by such activities as link building, producing press releases, writing articles and blog marketing. Over time search engines will understand that the web site has positive results and will improve its credence, leading to decent online marketing for the web site.

From this you can understand that it’s far better for everyone involved if you keep to the rules (written and unwritten) and treat all the stakeholders in the Internet Searching Process with respect and empathy, and make sure that nothing you do is detrimental to any of the stake-holders. In short, treat them as you would want to be treated. “Do unto others” etc.