If you own a website for your business, then the chances are pretty good that either you’ve been contacted by someone who offers to perform SEO for your site, or you’ve realized (hopefully) that the web is the way to go and optimization is another tool in your kit you need to leverage. There is an ongoing problem within the SEO world, however, it is slowly being rooted out and the agencies or people who don’t know really what they are doing are slowly falling to the bottom of the heap.
The chief issue with search engine optimization is that very deep down, at it’s very core, it’s a free service that can be used to help improve your website. The caveat to this though, is that just like every other product and service out there, you get what you pay for. So if someone comes along and offers to sell you full service for only $200, don’t be surprised if you find yourself sinking in the results page. Buying the cheapest SEO on the market is like using a rock you find on the ground to hammer together your new roof on your house, it might work in the beginning, but in the end you’re just going to end up hurting yourself and likely not getting the work done properly in the first place.
Freely available information is the culprit in this regard, it only takes an internet connection to learn “everything” about search engine optimization. The problem with information being available though is that sometimes it’s just not the right kind of advice or information you want to follow. As an example, it wouldn’t take long to Google up the steps to be able to rebuild a basic lawnmower engine, but you wouldn’t be able to even begin to parlay that into rebuilding a jet engine. Both of them power machines in order to provide a service, but are immensely different. The readily available information regarding SEO is most often the type of tactics you don’t want to leverage when trying to have your site listed. A lot of culprits that we see when having someone contact us for help are old tricks which the search engines didn’t much worry about at the time, but the algorithms are much smarter now than they ever used to be, so as a result, you need to be better as well. Over used keywords is one of the biggest culprits where lost ranks are concerned that we see, and even from a user experience stand point, spammy text just looks wrong. If you’ve created your content, or had someone work on your content for you, make sure to give it a very careful read once completed. Read it out loud to yourself, because if it sounds strange when you read it, chances are the search engines will pick up on that and you’re not going to be too thrilled with the results.
Unfortunately, a method which I still see to this day when we have people calling us is the use of hidden text on their site, and they can’t understand why they’re not visible in the results pages. It used to be that unscrupulous SEOs would hide text on the page by matching it with the background color of the page, so the text technically exists on the page, it just isn’t visible unless you select the text with your mouse or view the source code of the page. The search engines decided a number of years ago that this was a method in poor taste used to rank a website, and as such devalues any site using such a method. The list of old tactics to rank a website are incredibly simple to find, and as a general rule of thumb if the person working on your site talks about the tricks that they use, make sure you take the time to look into their methods. They may just be setting you up to sink like a stone.