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Ethics, Best Practices and SEO - A Crisis in the Profession? (part 3)

May 16, 2005 – 3:03 am

 

Golden Rules for Choosing an SEO Company

The following are some golden rules I have written on choosing an SEO. If the consumer sticks to these rules then they should avoid the practitioners in our industry who give the rest of us a bad name.

SEO Golden Rules
  • Only work with a company that follows search engine guidelines. (If I could only make one recommendation this would be it). The three main search engines are Google, MSN, and Yahoo. Look on their sites for their webmaster guidelines.
  • Only work with a company that documents the SEO process they will use to rank your site.
  • Only work with a company that provides a written contract outlining their process and their costs.
  • Get at least four proposals for your site and compare services before you make a decision.
  • Do not work with a company that offers guarantees of top rankings. Nobody can offer these types of guarantees.
  • Do not lock yourself into a contract you cannot get out of if you are not getting results.
  • Ask for references and follow up with them. If you still have any doubts ask for more. Ensure that references check out. Check that the suggested site is real and that the contact details given check out against the contact details on the site.
  • Do not allow any work to be carried out on your site without your approval.
  • Do not give the SEO carte blanche to do as they will with your site. It is your site not theirs. It is your responsibility to ensure that the SEO does not apply any techniques that would result in getting your site banned.
  • Check the companies BBB (Better Business Bureau) report. Check for membership of any other established trade bodies such as the AMA (American Marketing Association) Many companies claim that they are more reputable because they are part of SEMPO (Search Engine Marketing Professional Organization.) However this is not necessarily the case. All that is required to be a member of SEMPO is a $299 annual subscription.
  • Do not work with a company that engages in site wide link exchanges. Question their linking methods. Ensure that they only have a policy of linking with on-topic sites. Remember, your site is built for users not for search engines. If your site is about computers and your link to a site that sells children’s toys how useful do you think that link will be for your visitors.
  • Ask other companies doing well on the Internet who they use for SEO. Always ask about the quality of customer service that is offered. It is not much use having a great SEO if you can never get hold of them.
  • If it sounds too good to be true. IT IS!!!

In conclusion the SEO industry is a dynamic growing industry. This rapid growth has created some challenges for the industry. One of these challenges is the perception that outsiders have of SEO practitioners being unethical. To counteract this many SEOs are now promoting themselves as ‘ethical SEO.’ However, as the industry is unregulated it is up to the consumer of the service to become informed and exercise caution when selecting a SEO vendor. As the demand for SEO continues to grow the number of unethical practitioners calling themselves SEOs will also grow. To protect yourself, take the vendor selection process seriously. Look for vendors who are willing to share knowledge and partner with you to provide the best possible outcome for you business.

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