July 14th, 2010 by Susie

To read some of the SEO blogs on the net, it might be thought that the division between ethical and non-ethical search engine optimization practices was clear cut. However, most skilled SEO professionals would agree that the distinction between white hat and black hat techniques was neither clear nor constant. This lack of clarity is the consequence of the major search engines releasing limited information with regard to what is and what is not allowed. Some critics argue that Google and the like should be more specific, because an innocently adopted technique may cause problems for a site. If the major search engines were more transparent though, it may be that every site assisted by a SEO company would be optimised to the limit, which might not be in the interests of users. The debate on this rather complex issue is likely to run and run.

At Searchengineoptimization.co.uk, we ensure that the services we provide do not stray into prohibited areas. By being conscious of the changing distinctions between white hat, grey hat and black hat categories, it is possible to work towards positive outcomes without contravening the rules. Google does provide a fair amount of detail on this issue via people like Matt Cutts, so if this is combined with common sense, experience and expertise, there is very little prospect of going wrong.

It is instructive to use concrete examples to illustrate these general points. Often a SEO technique can be used in moderation but will attract official disapproval if carried too far. The traditional example that is often wheeled out in this regard is keyword stuffing. It makes sense that the precise keyword density that triggers problems is unknown, because it prevents users from having to read text which has the same phrase mentioned unnecessarily or artificially to make it to 3 percent, or whatever the arbitrary limit might be. There is nothing worse than being compelled to generate content which is never given the opportunity to flow.

An example of something which is frowned upon, regardless of the extent to which it is performed, is link purchasing. Google rejects the idea that links should be bought. However, the extent to which prohibition is enforced does seem to vary. Link building strategies are one of the more complicated areas of SEO, so it is always best for an inexperienced online firm to seek advice in this complex area. Nevertheless, there is a diversity of ways in which links can be acquired in a prudent manner. It is a question of assessing which specific ways are likely to have positive outcomes in the long run. There is little point in adopting tactics which carry within them the possible seeds of their own downfall because in business sustainable success is almost always the ultimate prize.

People who are new to SEO may try to perform it independently and they can try to get ahead by unorthodox means. This type of behaviour is likely to prove disastrous in the context of the search engine results pages. It is advisable that they do their research and obtain the assistance of a responsible firm.

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