SEO: The Importance of an Ethical Approach

Written by Irina Ponomareva

It is, of course, always preferable to deal with an ethical practitioner, no matter whatrepparttar business in question is. But SEO, by its nature, is one ofrepparttar 142461 most sensitive industries, and here such issues as ethics or ethical business conduct are discussed, year after year, with a lot of heat and passion.

Why is SEO special? There are a lot of reasons why SEO has become so sensitive to ethical and moral issues.

First, when it comes to SEO, it becomes extremely hard to define success and harder still to guarantee it. Your SEO consultant may be skilful and smart and do everythingrepparttar 142462 right way but still fail to achieverepparttar 142463 results you were expecting, becauserepparttar 142464 search engines' behaviour is often unpredictable or because your expectations were originally based on wrong ideas about a successful SEO campaign. Is it ethical to promise and not deliver?

Second, various spammy SEO techniques developed by crafty optimisers to manipulaterepparttar 142465 results artificially add another - and very SEO-specific - variable to this equation. Most discussions onrepparttar 142466 subject of ethical or unethical SEO turn out to be discussions on spam-free or spammy SEO methods.

Is it ethical to deceive search engines and their users forrepparttar 142467 sake of providing (perhaps) better results for your customer? No! But, onrepparttar 142468 other hand, is it ethical to placerepparttar 142469 third parties' interests higher than your customer's? Isrepparttar 142470 opposition applicable in this case?

The answers No, it is not ethical to promise and not deliver. So, all goals, possibilities and consequences should be carefully estimated fromrepparttar 142471 start. No promises without a bulletproof guarantee.

Deception is never ethical.

When SEO is done properly, there is no opposition betweenrepparttar 142472 customer's interests andrepparttar 142473 interest of all other involved parties such as search engines, their users orrepparttar 142474 web.

Explanations Bulletproof guarantee

What bulletproof guarantee can an ethical SEO practitioner offer torepparttar 142475 client? Achieving #1 rankings for a targeted search phrase is a tough task, especially ifrepparttar 142476 term in question is a competitive one. In most cases no such guarantees are possible. #10 or #20 rankings is easier to achieve, and certain guarantees become possible, but, again, up to a point. Search engines are tricky things, sometimes they just do not like certain sites and keep them away fromrepparttar 142477 first 1000, no matter what is done. In many cases it would mean a penalty applied torepparttar 142478 site by this particular search engine, but not necessarily.

Anyway, SEO's efforts are never useless. Link building, for instance, will increaserepparttar 142479 incoming traffic torepparttar 142480 site due to direct clicks from directories and other linking sites. Good copywriting and optimised navigation work for conversion, so even ifrepparttar 142481 total number of visitors remainsrepparttar 142482 same, sales will improve. Of course, it will involve serious studies ofrepparttar 142483 target market, competition and target audience's expectations and concerns. Speaking to visitors is, perhaps,repparttar 142484 hardest part ofrepparttar 142485 SEO art; saturatingrepparttar 142486 copy with keywords without breakingrepparttar 142487 readability is, honestly, much easier.

For these reasons, overall increase in traffic and ROI can always be guaranteed, especially when SEO is applied in combination with PPC campaigns and other advertising opportunities.

Deception is never ethical

Quite an obvious statement, isn't it? But not when applied to SEO. Many search engine marketers will arguerepparttar 142488 point violently, saying that deceivingrepparttar 142489 search engines is all right because it isrepparttar 142490 easiest way to achieve good rankings for their own or their client's site, and if so, everything is quite all right. "It is our job to deliver rankings", they say.

SEO Copywriting: 7 Tips

Written by Dina Giolitto,

So you finally built a website for your home-based business. How exciting is that!? Now you just have to let people know you're out there. The best method is to use an SEO copywriting strategy, which optimizes your web content using popular keywords.

SEO stands for Search Engine Optimization. You want to fill your website withrepparttar most commonly searched words within your industry. These words are called keywords. They're what web researchers type into search engine boxes when looking for information. Your job will be to find out what those words are, and then add them to your website content and web theme.

Asrepparttar 142227 top search engines send their spiders out to crawlrepparttar 142228 web, they'll index your content usingrepparttar 142229 keywords you've placed strategically throughout. If you do this right, you'll rank high in your content category. Even if you don't do it exactly right, you'll still be better off than if you don't do it at all.

Tips on SEO Copywriting: Where do I put those keywords?

1. In your website's title and ALT titles.

Your website's title is what comes up atrepparttar 142230 top ofrepparttar 142231 internet browser and what someone will read asrepparttar 142232 description when they bookmark your site. So if you want people to know what you're all about,repparttar 142233 title isrepparttar 142234 place to tell them.

Your ALT title is visible inrepparttar 142235 source code of each web page. If you vary your ALT titles using keywords to describe what's on each page, your entire site will be indexed categorically.

2. In your website's META tag description.

This is what comes up when web visitors are huntingrepparttar 142236 search engines and your website comes up inrepparttar 142237 hit list. Underneath your URL, you can add a brief description of your services and/or offerings, that visitors can read and decide to click on your site fromrepparttar 142238 search engine.

3. In every page header.

Each section of a web page should ideally have a headline or header. Your web sections will go like this: < title > < head > < h1 > < h2 > etc., followed byrepparttar 142239 < body > and < footer >. By designating your sections and then including keywords inrepparttar 142240 content of each section, you're ensuring thatrepparttar 142241 web crawlers will index your entire site and not skip over anything.

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