Thursday 23 May 2024 04:19 PM   Your IP:
Structural SEO
Home       SEO Enterprise Blog       Search Compliance       Structural SEO       The Semantic Imperative       About      
Restoring Ranks Post Panda
When Google Destroys Your Business
Search Due Diligence For Internet Investments
SEO Enterprise Blog
Enterprise SEO
Negative SEO
The Risks of Relying on Search
Rank Preservation
When SEO Fails
Search Compliance
Google Penalty Solutions
The Ethics Of Search
Structural SEO
Multiple Sites
Defensive Strategies
Inbound Links
Link Vetting
Third Party Interference
Filename Masking
Black Hat Reality
Recourse & SEO
The Null Set Redundancy
The Semantic Imperative
In The Name Of Relevance?
Automation And SEO
Content Authority
Google Penalties Insight
Link Authority Trainwreck
Paid Links
Securing robots.txt
Foreign Language Sites
Replacing Nofollow
Canonical Condom
Granularity In CMS
Evaluating SEO Agencies
Search Forensics: Subdomains & Supplemental Results
Google Hiding Link Metrics Behind Sample Links
Enterprise Link Building
Link Velocity Debunked
New Link Disavow Tool
Turn Old Product Pages Into Link Bait

The Ethics Of Search

Imagine the following scenario:

Your thriving web business has grown into a huge success, and you have very high positions for most of your targets and are #1 in Google for a search of "widgets." You're continuously building content, and taking steps to stay within Google's guidelines, using only sanctioned techniques, and life is good.

But one day you discover that "widgets" is #3. So you redouble your efforts and make every effort to optimize what you have. But your ranks slide further, along with traffic and conversions. The enterprise quickly becomes more difficult to manage, as the lack of traffic begins to harm the infrastructure.

So you hire an SEO professional who looks at your site and tells you the reason you're no longer on page 1 has something to do with those 5 websites ahead of you that are using black hat to garner rank.

The first ethical question is, "Are you willing to report those sites to Google that you know are outside the guidelines?" (If you answer, "no" to that question, sell your business and join the monastery.)

However distasteful you find it, your employees and their families require that you report these sites and try to get back to page 1. So you do it. But a week later, nothing has changed. You're still on page 2, with no traffic. So you report them again, and again. But the sites remain ahead of you, benefiting from their non-sanctioned techniques. You're getting desperate.

Then your SEO tells you that he knows how to get you back on page 1. Because when you compare your content sets with those of the sites ahead of you, he shows you that your site is far more relevant from a content point of view. He says that if you only did the same non-sanctioned technique as those above you, you would actually rise ahead of them because of your amazingly relevant content sets.

The second ethical question then is, "Are you willing to use black hat techniques if Google is unwilling or unable to enforce their standards effectively?"

Before you immediately reject this line of thinking, first remember what 'black hat' means - it means using strategies that are unsanctioned by Google. But these strategies are not ILLEGAL, or even UNETHICAL, they're just outside the guidelines. And given that link buys are now considered black hat, and that most sites in competitive fields are competing with sites that buy links, what's the real issue here? Do you want to sit outside the search because you want to remain compliant? How stupid is that?

So you can see that the issues are much bigger, and much more unclear than simple black hat, white hat considerations. Sometimes the preservation of the enterprise requires you to think outside the box. Of course you don't want to put the business at risk, but if you follow the above analogy, your business is already at risk, in fact it's being harmed by NOT taking those risks.

Blind allegiance to failed rules is stupidity.

Home       SEO Enterprise Blog       Search Compliance       Structural SEO       The Semantic Imperative       About
Enterprise SEO
Google Penalty Solutions
Automation & Search Compliance

Looking for SEO enabled content management systems with structural, semantic optimization built into the cms? You're on the right site. Research identified targets are implemented within the markup, content, and filenames to enable the site to rank as high as possible based upon semantic relevance. 34789366G off site content requirements