From Leading Australian Professional - Anthony Parsons
Everybody markets their products, however; there is correct marketing and inappropriate marketing. Now let me eliminate a few things; there is no such thing as a Guaranteed #1 ranking within directory inclusion. You will not find any professional SEO tell you otherwise. What you will find is some unprofessional SEO attempt to mislead you into believing that they can achieve this through Doorway, Constant Submission (Spamming) or Cloaking your WebPages to perform in individual engines. Even these unethical, unprofessional techniques are not guaranteed and illegal to search engine policy. SEO's who utilise these unethical methods risk having your domain name banned or penalised leaving you in the dark and with no chance of retribution.
This does not mean that Guaranteed #1 Ranking does not exist, because it does, but only in Pay Per Click (PPC) or as some call it, Cost Per Click (CPC). This is not directory included though, only who is willing to pay the most per click to hold a #1 position across a sponsored network for individual keyword phrases. So, unless the company is clearly advertising this method of inclusion to you, DO NOT go near them. Ensure that you know exactly where your website will be viewed with PPC as you may end up paying for US exposure instead of UK, Australia, etc. Many people have lost thousands through paying for exposure that did not bring sales due to the regional limitations. Yahoo US is not the same as Yahoo UK or Yahoo Australia & New Zealand, etc.
IMPORTANT: This statement is Fact, not an observation. Thoroughly read terms and conditions and do your homework first. Send emails, phone, ask as many SEO as possible for advice, look for similarities and then compare service and price from the credible professionals.
Guaranteed Ranking, this is certainly achievable to some minimum guarantee, like Top 10 or Top 20 listing in the major engines. Any professional SEO could give this type of Guarantee as a minimum, if not then they ARE NOT as professional as they are trying to make you believe. The difference is generally this; SEO's that guarantee top 10 ranking will generally limit the keyword phrases to only one per page. Top 10 guaranteed ranking is made more specific as it is more time consuming to an SEO to monitor. SEO's that guarantee Top 20 ranking will generally allow you more keyword phrases as they have a little more room to play with. At the end of the day, you are going to be seen more often for more keyword phrases. I offer Top 20 ranking with my SEO firm, due to that fact that your website will be seen more frequently for a greater exposure of keywords. This will only be two or three key phrases per page, though it is better than one key phrase. Your website will still generally rank within the Top 10 for most targeted key phrases, from actual SEO professionals, due to the extensive modifications they will make to your WebPages.
Another good one that I see from some confused clients is Guaranteed Submission. When you read something like guaranteed submission, you would presume that means that your website will be included in the search engines advertised, WRONG. Again, read the fine print within the terms and conditions and you will generally find that unethical SEO's are only guaranteeing the actual submission process, though attempting to make you believe otherwise. It is all in the wording and how they phrase and structure their sentences. There is no such thing as guaranteed inclusion, not even PPC guarantee inclusion. Every search engine has specific editorial policies that a website must comply with, some more stringent than others. Some of these unprofessional SEO even submit a compliant website, then once listed, change the website to perform disregarding the search engine policy. Again, this opens your domain name and website up to penalties or being banned from that search engine.
Meta information, this is a sure winner, or used to be anyway. Many SEO advertise meta as an important selling point. Meta information is the information contained within the section of a webpage. This information has no weight by most major engines anymore. The only sure Meta tag that is utilised by all search engines is the
tag. The <description> tag still holds some weight and is utilised by some engines, but not many, and certainly nothing too important. The <keyword> tag that some SEO use as a selling point, is not even used by the major engines at all now. You will only find a handful of smaller non-essential engines utilise this tag. All keyword phrases that your website is found upon through major engines when searched come from your <title> tag, page headings and page text or copywriting, as it is more known for impressive selling. Your copywriting, page title and <title> tag are the most important of all information contained within a webpage. Other Meta information is still useful for some aspects of search engines, though this information is standard from page to page and requires no real change. The rest does not have to take hours of time to write. I spend a couple of minutes on Meta information within a page; that's all it takes. The <title> is the main focus with the words utilised within that transferred into a grammatically correct and structured description for those engines that utilise the <description> tag. The <keyword> tag just has no real bearing anymore and can be disregarded. Keyword analysis (finding your relevant keyword phrases) takes up the most time.<br />
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There are lots of unethical tricks like hidden text, faded text, text so small that you would not be able to read it, hidden behind images, newer crazes like domains with one page specifically made for the search engines, etc. The search engines are well and truly onto these tricks of the trade, and simply penalise a website that utilise them so they may never be seen upon the ethical highly ranked Websites. Every now and then, some of these Websites slip through, though webmasters will generally report them to the engines immediately informing them of such an occurrence. The unprofessional SEO firms have no true knowledge of SEO or how to implement editorial compliant techniques to gain Top rankings. Many just slip your website through some third rate software and hope for the best.<br />
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<div class="authorBio">This article may be reproduced in whole or part providing all relevant compliments are acknowledged to the author Anthony Parsons. A return link may be made for partial entries returning to this document or when used in whole, a link to our SEO homepage at <a href="http://seo.anthonyparsons.com">http://seo.anthonyparsons.com</a> is required.</div>
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