Beware the Google Death Penalty - Googles Advice for Choosing an SEO
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Google provides a variety of information for web masters. It has an entire section devoted to SEO, which you can peruse here. It notes that many SEOs provide useful services, but a few unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to unfairly manipulate search engine results. So what do you need to watch out for?
First of all, be wary of any SEO that sends you email out of the blue. That hardly needs to be said to anyone familiar with spam, but its just as true of SEO as other promotions. Its worth noting that even Google itself gets these emails that claim I visited your website and noticed that you are not listed in most of the major search engines and directories
If a company wont explain clearly what they intend to do to your website, thats another warning flag. While its true that some aspects of search engine optimization are very technical, it is the SEOs job to explain it so that you understand. Your website is your business and since you are responsible in Googles eyes for the actions of any SEO you hire, youd better know what he or she is doing. This is especially important when those actions could get you delisted.
Research the industry, just as you would with any contractor or supplier. If the SEO doesnt show up in Google, this is a very bad sign; they might have been banned. Talk to other SEOS, and find out whether theyd recommend the firm youre considering. Get references. If you feel pressured, hold off until you find a firm you feel you can trust.
No one can guarantee a number one placement in the SERPs, and you should rightly be suspicious of any SEO who does. But you should ask for a different guarantee: a full and unconditional money-back one. Make sure its in writing, and that your contract includes pricing information. Google also recommends that the contract include a stipulation that the SEO will stay within the guidelines recommended by each search engine for site inclusion.
This list is by no means exhaustive, and I suggest you check out the link I included above. In any case, its very clear that Google is cracking down. It behooves us all to know what is on our site and whether we could face a Google Death Penalty for any of it.
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