SEO is the acronym for “Search Engine Optimizer” or “Search Engine Optimization”. Applying an SEO is an important decision that can help you improve your site and save time. But a bad SEO can potentially hurt your site or your reputation. Make sure you study the benefits you can get, but also the damage that could cause an irresponsible SEO on your site. Many SEOs, agencies and other consultants offer useful services to website owners:
checking the content or structure of your site;
management of online business development campaigns;
optimization training for search engines;
expertise on geographical areas or specific markets.
Keep in mind that the Google search results page contains free natural search results, as well as paid advertising (indicated by the “Ads” or “Sponsored Link”). Paying ads via Google does not influence your site’s ranking in our search results. Google does not accept any compensation for the purpose of including or improving the ranking of sites in the search results. The inclusion of sites in our natural search results is completely free. With free resources like Search Console , the Google Center for Webmasters blog and our discussion forum you benefit from a large amount of information relating to the optimization of your site for natural research.
Before starting to search for an SEO, we strongly recommend that you familiarize yourself with how search engines work. Your choices as a consumer will be all the more enlightened. To get started, we advise you to consult the following pages:
Google Webmaster Guidelines
Google 101: Google’s crawling, indexing and web-processing.
If you are thinking of using an SEO, the sooner the better. Redesigning your site or launching a new site is usually the perfect time to recruit an SEO. Thus, you and your SEO can guarantee the design of a website suitable for search engines from the beginning. However, an effective SEO can also improve an existing site.
Here are some useful questions to ask an SEO:
Can you show me examples of your previous achievements and provide me with customer references?
Do you follow the Google Webmaster Guidelines?
Do you offer online marketing services or tips to complement your SEO activity in search engines?
What kind of results do you hope to get and under what timeframe? How do you measure the success of a project?
What is your experience in my industry?
What is your experience in my country / city?
What is your experience in developing international sites?
What are your main SEO techniques?
How long have you been doing your business?
How will the communication be between us? Will you share with me any changes you make to my site, and will you provide me with detailed information about your recommendations and rationale?
Even though some SEOs may offer useful services to their customers, a number of unscrupulous SEOs have given this specialty a bad name by engaging in aggressive marketing actions and attempting to manipulate search engine results in an abusive manner. Practices that do not comply with our guidelines may cause us to downgrade your site from the results pages, or even remove your site from the Google index. Here are some things to consider:
One of the frequently used scams is to create shadow domains, which channel users to a site using misleading redirects. These parallel domains often belong to SEO, which claims to work on behalf of a client. In addition, if the relationships deteriorate between the client and the SEO, the latter can very well point the domain to a different site, or even to the domain of a competitor. In this case, the customer will have paid for the development of a competing site that belongs entirely to SEO.
Another illicit practice is to include doorway pages filled with keywords on the customer’s site. The SEO claims that this practice will make the page more relevant and correspond to a greater number of requests from users. This principle is wrong because a given page is rarely relevant for a large number of keywords. These practices can even go further: very often, these satellite pages contain secret links that point to the sites of other SEO customers. They divert the popularity of the original site to SEO and its other customers, who can sometimes hold sites with questionable or illegal content.
We advise you to give as much credit to this type of e-mail as messages promising you to “lose 20 kg in two weeks” or inviting you to facilitate the transfer of funds from some fallen dictator.
Nobody can guarantee the first position in Google search results.Be wary of SEOs who promise a good ranking of your site, who advertise “a privileged relationship” with Google or who claim to have a system of priority indexing request to Google. Google does not index any site in priority. In fact, the only way to submit a site to Google is to use our page to add URLs or send a sitemap , which you can do yourself. And it’s completely free.
Be careful if any of these SEOs entrench themselves behind confidentiality issues or do not seem willing to clearly outline their intentions.If a point is not clear, do not hesitate to ask for explanations. If an SEO creates deceptive or ambiguous content on your behalf (such as a satellite page or a “temporary” domain), your site may be permanently removed from the Google index. Finally, be aware that you are responsible for the actions of the companies you use. Therefore, we advise you to make sure of the type of “help” that these are planning to offer you. An SEO with FTP access to your server should be willing to explain each of the changes it makes to your site.
We advise you not to include a link to an SEO on your site.Avoid SEOs that try to demonstrate the effectiveness of their “free links”, which offer “link exchange systems used by everyone” or that promise to communicate your site to “several thousand search engines “. This kind of proposal usually does not have the slightest positive effect on your site ranking in the major search engines.
Use common sense and judgment.Before deciding to use an SEO, find out about this activity and the optimization for search engines in general. Google can of course help you in your research. You should also be aware of some edifying facts on this topic, including this article about a particularly aggressive
Ask to be informed of the exact use of the requested budget.We do not sell the top positions in our search results. However, some search engines mix “cost-per-click” search results or paid inclusions with standard search results. Some SEOs will guarantee you a more favorable ranking in the search engines, without specifying that they were actually talking about the advertising section of the search engine and not natural search results. A small number of them go so far as to modify the prices of their auctions in real time to make you believe that they control the other search engines and that they can place themselves in the places they want. This type of scam is impossible with Google, because our advertising results (paid) are clearly identified and separated from the research results (free). Before entrusting any work to an SEO, ask him to define the distribution of the budget between the “permanent inclusions” and the “temporary advertisements”.
What are the dangers of website owners interested in the services of SEO?
What are the other points to watch?Some signs suggest that you are dealing with an unscrupulous SEO. The list is far from exhaustive, so if in doubt, trust your instinct. In any case, do not deal with SEO who:
use parallel domains (“shadow”)
place links to their other customers on satellite pages;
propose to sell you keywords to enter in the address bar;
do not distinguish between actual search results and ads associated with those results;
guarantee the ranking of your site, but only from very long and very generic key phrases, which would be associated with your site anyway;
use multiple aliases or falsified WHOIS information;
generate traffic using fake search engines, or spyware or traffic thieves;
do not appear in the Google index themselves or whose domains have been removed from the Google index.