How to find a search engine optimization ( SEO ) expert

Below are tips on how to find an ethical web site promotion expert.

To find out how to promote your web site, click here.

How to find a reputable Search Engine Optimization ( SEO ) company

SEO is an abbreviation for "search engine optimization." This is a method to promote your web site and improve it's search engine placement or position. Many SEOs provide useful services for web site owners, from writing copy to giving advice on site architecture and helping to find relevant directories to which a site can be submitted.

Here are some tips that will help you find a web site promotion company that will improve your site and rankings and not decrease or penalize your chances.

No one can guarantee first page results, # of visitors, # of links or an increase in traffic. There may be only a set # of links in your industry or the industry may be saturated with millions of web sites competing for the same keywords or key phrases. They probably are 'guaranteeing' you with the use of their specifically chosen unpopular keywords. I could advertise a rank number 1 for *some* of the keywords that I choose, but part of a SEO's job is identifying which keywords are appropriate to target and which are not. A company can use Google AdWords and pay to advertise to appear on the first page of results if they beat other bidders. Ensure the SEO is not speaking of paid inclusion as 'first page results' as you must constantly pay for these.
Don't auto-submit anything to any directories or search engines, that's just spamming and may result in the opposite consequences you are looking for. Auto submit / hand submissions are largely irrelevant in terms of search engines because they find your site from inbound links
You get what you pay for. If somebody is charging a low amount for SEO then they probably do not know what they are doing, or using auto-submit tactics
Stay away from link exchanges. The number and quality of the web page links are extremely important
No monthly retainer to "maintain" the links. It's perfectly acceptable for SEOs to charge monthly fees for maintenance or link building, but not simply to "keep" existing links. Some have lost most of their web traffic as a result of not paying the SEO anymore as they were using questionably link tactics.
Look for the truth, facts, and details. If you're not getting it from the first company, move on. When choosing someone/firm in this business as soon as you catch them not telling the truth and/or making wild claims - move on, and don't waste any more time.
SEO is most effective as a way of doing business on the web and should be designed into every aspect of the web site from the ground up, not done as an after thought.

Summarized advice from Google on how to choose an Search Engine Optimization expert

Stay away from SEO firms that send you mass marketed email (i.e. SPAM)
No one can guarantee a #1 ranking on Google or in the first page or results or a special partnership with Google. Everyone is on equal ground when it comes to placement, it is all in page quality and setup and who is linking to you.
If a company is secretive or won't clearly explain what they intend to do - stay away
You should never have to link to an SEO's web site or use link popularity schemes.
Ranking high does not mean ranking on the first or second page in the advertising section. Anyone can pay to be temporarily included in the advertising section of search results page.
Some SEOs may try to sell you the ability to type keywords directly into the browser address bar. This may include installing extra software. Don't.
For your own safety, you should insist on a full and unconditional money-back guarantee. Don't be afraid to request a refund if you are unsatisfied for any reason, or if your SEO's actions causes your domain to be removed from a search engine's index. Make sure you have a contract in writing that includes pricing. The contract should also require the SEO to stay within the guidelines recommended by each search engine for site inclusion.

Some common SEO abuses that can occur

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 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 in search results
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, spyware, or scumware
has had domains removed from Google's index or is not itself listed in Google
if you can not call them on the telephone and speak to a representative or meet with them face to face

If you feel you were deceived by an SEO in some way or have stumbled upon a web site that uses spam, report it to the Google spam page.

Now, find out Why am I not listed in Google?

References

Google webmasters SEO
Webmasterworld

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