SEO - What You Need To Know! (Part 2)

By: Daniel Imbellino
Nov 20, 2012

2: Avoid Deceptive SEO and Marketing Practices:

I have to admit, myself being a seasoned IT professional, was shocked at how much I didn’t know when it came not to building websites, but to understanding what are acceptable web standards, and what are not. I spent several years working with operating systems, and repairing and building computers, and in the meantime, I dabbled with web design as a hobby. It wasn’t until I came up with the idea for this site, that I realized I needed to do more homework before jumping the gun and paying for SEO services that could hurt my hard earned endeavor. I was one month into building PCTECHAUTHORITY.COM when I started to question how I was going to get visitors to my site. Where is the traffic going to come from? I started researching SEO services online, taking note of the information they provided. Many companies claimed to get you to the top of search results guaranteed! Or, increase your websites quality scores with search engines, and raise your page rank by selling you 1,000 Facebook friends, 500 Google+ subscribers, and creating a 1,000 links to your site from various other sites.

I decided to dig deeper. Is what they were saying really true? I had to find out for myself. I spent months digging through the mountains of documentation Google has scattered across the net, as well as checked forums and blogs, even seeking advice from friends. In the end, I bet it’s safe to say, most of those SEO companies would have done nothing more than ruin my website and charge me for it once the damage was done. It turns out that the SEO companies were right when they claimed that links to your pages will raise your rank with the search engines. What they don’t tell you is that, the search engines look at the quality of links pointing to your site when evaluating them. Links from “link farms” (sites designed for nothing more than to display a ton of links with no valuable content), “doorway pages” (a site that focuses on a few specific keywords and has very little or no content, and is used to link to other sites), as well as “paid links” (links created by not so savvy SEO companies that are usually posted to sites that search engines like Google consider spam), are all bad news when it comes to marketing your site. Oh, and those 1,000 Facebook friends, and 500 Google+ subscribers, all spam!

The search engines aren’t stupid! Google for one isn’t just a search engine, they’re a major force driving innovation within the IT industry today, such as with rolling out their new high speed internet service in places like Kansas city, or creating a new tablet PC, or new functionality with ground breaking programs and apps for the internet. It won’t take Google and the other guys long to figure out all those Facebook friends, and Google+ subscribers are all subscribing in the tens of thousands to multiple sites on a daily basis. Google uses many sophisticated and often secret algorithms to help detect who’s playing by the rules and who’s not. If you buy 1,000 links to your site, and they’re flagged by Google as spam, those links will actually hurt your ranking and quality score, not help it. You need quality links to your site from other quality sites. Google does keep an active lookout on their networks and the internet as a whole. Don’t bother being sneaky, it will get you nowhere, trust me. If you have links pointing to your site that are from reputable websites, and exhibit content that is relative to yours in some way, this is a big plus with search engines!

So, what’s the best way to drive traffic to my website and still follow the rules? The simple answer, with “organic” search results! Organic search results are the content that search engines return to users in response to a given search query. That being said, the best marketing agent for your website is actually the search engines themselves. The reason why so many people use so many deceptive marketing strategies is because they aren’t producing valuable content that search engines, or anyone for that matter would even care for. If you produce quality content, then you don’t need to do all-out marketing for your website. I have no idea why so many people don’t even know this! Even seasoned professionals run around spending thousands to market something, when the marketing is actually free to begin with. Sure, if you’re selling a product, then you need additional marketing of some kind, but with an informational website, the content itself provides traffic. All being said, create good content, get good traffic. Another reason people use many deceptive SEO practices is because they don't know how to code! You can't optimize a web page if you don't know HTML and CSS, plain and simple. If only people spent more time learning and less time trying to be deceptive, maybe their websites would have more traffic and rank much higher than they do.

Continue to Part 3