SEO Service and Competitor Monitoring
If a company commences a search engine optimization program, whether it is carried out in-house or outsourced to an SEO service, most of the attention is (and rightly) directed to the company’s website. This is the one aspect where there is a sense of control – once a website is released in the wild, the company will need to see how their site prepares against all the other websites out there, whether the other sites use ethical SEO tactics if not.
Apart from changes to the company’s website, the assumption is often that the company and, if it uses one, its SEO service, has zero control over what appears in search engine results. However, this is usually not the case. Often, as your SEO service, you can have a direct impact on search engine results by monitoring your competitors and reporting them to the major search engines if the SEO techniques used on their site fall outside what is popularly known as ethical SEO
To start with, let’s define competitors. Almost every company has at least a handful of other companies that consider it as primary competitors as those who sell the same products and services, of the same size and so on. It is important that the SEO efforts (or lack thereof) of these competitors, whether they use ethical SEO techniques or not, are monitored on a routine basis. If they have not hired an SEO service of their own, or if they have not started SEO at all, you will have peace of mind knowing that the use of this channel is for you at the moment. When your competitors start an SEO campaign, with or without an external SEO service, you can learn a lot about their sales and marketing tactics by evaluating the keywords they are targeting. And you can also investigate if they use ethical SEO practices in their campaign.
Your online competitors
It is important to keep in mind that it is unlikely that searchers will only decide between you and the primary competitors you mentioned. They will consider all companies that match their particular needs and that will appear for their keyword. This is why you need to expand your criteria for a competitor online to include any company that offers products or services such as yours that outranks you for one of your targeted keywords. If your own staff as well as your SEO service not only continuously monitor your search engine rankings, but also analyze the companies that appear above you in search results, you may be able to identify prospective competitors of which you were your primary competitors of the morning were not aware.
This brings us to the main problem of ethical SEO. Search engine optimization is still a very new concept for most companies. Even the most respected companies can make mistakes in this arena, either by choosing the wrong SEO service, or by trying to completely cure an SEO service by bringing them in with well-meaning but unqualified people. For example, A German site was recently temporarily removed from the Google index for use of village pages which is not considered an ethical means White hat SEO practice. This is why your competitors are not immune to damage either.
There are very noteworthy examples of otherwise smart and established companies that hire an SEO service that places them in a worse situation than before pursuing SEO by removing their site from major search engines for example the terms of service of the motor. Not long ago, there was a well-publicized example where most clients of a Las Vegas SEO service were penalized. Almost all clients claimed that they were not informed that the company did not practice ethical SEO and that they were therefore at risk.
SEO companies are generally divided into two camps called “White Hats” (those who use ethical SEO practices and never consciously separate the terms of service of a search engine) and those called “Black Hats” (those who do not use ethical SEO practices and that will try to discover the latest algorithms and use any loopholes to achieve ranking at any cost). Both approaches are invalid, it is not against the law to distinguish the terms of service of a search engine. Moreover, black hat techniques can be quite effective. However, the tactics are risky, and anyone who hires an SEO service who wears a black hat and does not use ethical SEO practices should certainly consider this risk beforehand.
Companies are often hired to hire an SEO service by running their own SEO, and the project almost always relies on an overly advanced IT department. The problem with approaching SEO from a strictly technical mindset is that the strategies used, such as the right keywords, may not necessarily be in line with the goals of the marketing and sales departments. In addition, an IT source will usually approach SEO from a purely technical standpoint, without being aware of ethical SEO practices, and this can lead to problems. Penalization is a very real possibility, and it’s hard to go back to an index once your site is removed.
An in-depth SEO service will not only control the handful of competitors you consider crucial, but also the pages that rank higher than you for one of your chosen keywords. This can be somewhat controversial, especially for any SEO service or webmaster who uses tactics prohibited by the terms of the search engines. However, many white hat SEO service companies consider it a requirement for their clients to check the pages of every competitor on the engines to be sure it uses ethical SEO techniques.
There is a reason that every major search engine has a form to report pages that do not use ethical SEO tactics and that violate the terms of service so that these pages can be penalized or removed later. Spam filters cannot catch all violations without also removing a large number of good pages. Search engines rely on their users to help them keep their indexes clean and free of pages that do not use ethical SEO tactics. There are many techniques to spam a motor far too much. However, a good SEO service not only knows what all these techniques are, but knows how to identify them as it looks, so that they can be accurately reported to the engine.
The Final Result
Business is business, and your interests often run directly counter to that of your competitors. When reporting website is not using ethical SEO, it is very likely to be removed. This means that there is less company that you need to worry in the online arena, at least for the time being. If the site in question outpaced your, you have also the added benefit of seeing your rankings improve as the pages to violate removed unless, of course, that you are using Best SEO Techniques and to manage infringement from yourself.