Choose wisely.
While you consider whether to go
with an SEO, you may want to do some research on the industry. Google is one
way to do that, of course. You might also seek out a few of the cautionary
tales that have appeared in the press, including this article on one
particularly aggressive SEO:
http://seattletimes.nwsource.com While Google doesn't comment on specific companies, we've encountered firms
calling them SEOs who follow practices that are clearly beyond the pale of
accepted business behavior. Be careful.
Be sure to understand where the money goes.
While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.
What are the most common abuses a
website owner is likely to encounter?
One common scam is the creation
of "shadow" domains that funnel users to a site by using deceptive
redirects. These shadow domains often will be owned by the SEO who claims to be
working on a client's behalf. However, if the relationship sours, the SEO may
point the domain to a different site, or even to a competitor's domain. If that
happens, the client has paid to develop a competing site owned entirely by the
SEO.
Another illicit practice is to
place "doorway" pages loaded with keywords on the client's site
somewhere. The SEO promises this will make the page more relevant for more
queries. This is inherently false since individual pages are rarely relevant
for a wide range of keywords. More insidious, however, is that these doorway
pages often contain hidden links to the SEO's other clients as well. Such
doorway pages drain away the link popularity of a site and route it to the SEO
and its other clients, which may include sites with unsavory or illegal
content.
What are some other things to
look out for?
There are a few warning signs
that you may be dealing with a rogue SEO. It's far from a comprehensive list,
so if you have any doubts, you should trust your instincts. By all means, feel
free to walk away if the SEO:
owns shadow domains
puts links to their other clients
on doorway pages
offers to sell keywords in the
address bar
Doesn’t distinguish between
actual search results and ads that appear on search results pages
Guarantees ranking, but only on
obscure, long keyword phrases you would get anyway
Operates with multiple aliases or
falsified WHOIS info
Gets traffic from
"fake" search engines, spy ware, or scum ware
Has had domains removed from
Google's index or is not itself listed in Google
If you feel that you were
deceived by an SEO in some way, you may want to report it.
In the United
States , the Federal Trade Commission (FTC)
handles complaints about deceptive or unfair business practices. To file a
complaint, visit: http://www.ftc.gov/ and click on "File a Complaint
Online," call 1-877-FTC-HELP, or write to:
thanks
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