SEO, or Search Engine Optimization, plays a crucial role in the success of your business. It’s also the secret behind the success of many small businesses and corporations across the world. As an entrepreneur, you must understand how vital SEO is and how to use it in promoting your business.
Using Search Engine Optimization (SEO) to Promote Your Business
SEO is the practice of using a range of techniques to increase your website rankings in the search results. These search results are the web page rankings returned by various search engines, whenever you search for anything online. SEO is just one of the components of SEM, or Search Engine Marketing. SEM, for those unfamiliar with the term, is the practice of promoting your website through various search engines such as Yahoo, Google, and MSN.
Your SEO consultant will try to increase your website’s rankings on the SERPs by using techniques such as Pay-Per-Click, keyword research, link building and lead generation. The SEO process starts with creating informative, professional content for your website, with keywords that are relevant to your business.
When you hire a search engine optimization company, choose the one that implements ethical SEO practices. It gives you peace of mind and assurance that your website will not be banned by search engines.
The Difference in “White Hat” and “Black Hat” SEO
What sets white hat SEO and black hat SEO apart all boils down to the strategies used to boost your website’s search rankings. Here’s what you need to know about both:
What is White Hat SEO?
White hat SEO entails the use of strategies and techniques that target your prospect clients. The strategies used in white hat SEO are keyword usage and analysis, link building, backlinking and web content for all human readers. A business owner who uses white hat SEO expects to create a long-term investment on his website as he gets long-lasting, excellent results. All of these techniques are considered legitimate and acceptable within the community.
What is Black Hat SEO?
Black hat SEO pertains to illicit strategies or techniques used to help a website get higher rankings. It’s all about breaking the search engine policies as it focuses only on search engines instead of the human readers. The strategies used in black hat SEO involves link farming, keyword stuffing, web content spamming and hidden links and texts. Aggressive, impatient entrepreneurs who want instant returns on their investment prefer black hat SEO techniques as they don’t want to invest more time and money. It may be too late for them to recognize the risks and pitfalls that always come along with the prohibited SEO techniques.
The Dangers of Using “Black Hat” SEO Techniques
Keep in mind that black hat SEO strategies aren’t accepted and recognized by the entire online marketing community. Instead of success, these SEO strategies will lead your business to failure and a negative reputation among your peers. If your SEO consultant uses black hat SEO strategies, it will give you positive results for a bit—but all of that would be for nothing. Once detected, this will lead to various penalties and the eventual banning of your website from search engine results. These consequences may be temporary or permanent.
If your website is the face of your business online, having it banned pretty much kills your entire enterprise. In fact, you may even need to start from scratch— amidst all of the losses you’ll incur during the aftermath.
Needless to say, black hat SEO tactics are not worth the trouble. You gain a little, but lose a lot. Remember, even if you’re working with a third-party SEO company, it’s still your responsibility to make sure that your website is in good hands.
What to Look for When Choosing and Hiring an SEO Company
Finding a good SEO company can be fairly difficult these days, what with the great number of options available to you. To help you out, however, below are some of the qualities you should be looking for:
- Their team is composed of highly skilled professionals who have worked as SEO specialists for a long time.
- They have produced quality results for all SEO campaigns they handled before.
- They offer competitive pricing without extra, hidden fees.
- Their service comes with prompt technical support.
A good SEO company strives to keep their clients satisfied with their service. They will work with you and stay transparent when it comes to the strategies they’re using to boost your website’s relevance. At the end of the day, in any business partnership, honesty remains the best policy.