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SEM SEO Experts Avoid 10 Years of SEO Consulting Mistakes Using Black Hat Marketing Techniques

By Julie Ann Ross

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Published: 08Apr2009
Word count: 779
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SEM SEO Experts are finding ways of establishing higher ranking in search engine results by serving quality content to users. Over the past 10 years, SEO techniques have evolved with the demand of the search engines to serve quality search results to users requesting information. It all comes down to user experience and what online marketing professionals are doing to contribute to optimal search engine results. This evolution in demand for higher quality search results has forced SEO Consultants to develop new strategies for higher ranking. These online marketing professionals have learned from history and are achieving higher rankings for their clients by avoiding black hat marketing techniques. Whether you enjoyed history class or slept through it, you cannot afford to miss this lesson. Sleep too long and you may miss some important pointers from our marketing predecessors.

Ten years ago, the online marketing industry was comprised of traditional marketing professionals with a desire to bring their products to the online market. Most companies interested in marketing products online were marketing to consumers in ecommerce environments. A major consideration in any marketing plan included online traffic generated from search engines. In order to increase search engine traffic, black hat marketing techniques were used frequently to market products online. Keyword stuffing was a frequently used technique by SEO Consultants to achieve higher search engine ranking. Attempting to gain high rankings for a specifically targeted keyword or phrase, SEO Consultants would employ a keyword density of up to 50% to secure first page, first position listings in search engines. Needless to say, the results found by search engine users were less than optimal and the search engines were not serving the quality search engine results they were seeking for users on Yahoo, MSN, or Google.

Another tactic used by online marketers of the past was the establishment of link farms. That practice continues today. Over the past 10 years, SEO Consultants have used link farms to establish higher search engine rankings for their clients. Considered by most experts as black hat marketing techniques, link farms are a bank of links on a page which is established without a relevant theme or associated content to the link farm page. Since search engine optimization professionals realized a large factor in ranking depended upon the number of backlinks to their site, SEO Consulting firms of yesterday were allowing clients to establish links to any page online, regardless of the theme of the website. Today, search marketing experts are finding ways to establish backlinks from relevant theme associated content. By establishing relevant links within a theme or category, a website will be perceived at a higher value to the search engines for that particular category. SEO Consultants of today are finding that a higher perceived value within a category by Google, Yahoo, MSN and others, gives a website the ability to rank higher in search engine results.

Pop-up advertising and Spam are black hat marketing techniques once used by experts in online marketing to achieve higher search engine ranking. Today, search engines still use traffic as a factor in search engine ranking. However submission of identical content within comments on websites, creating identical pages linked to website content, or employing advertising companies to spam online users with pop up or pop under ads just to increase website traffic, will no longer assist websites in higher ranking. Quite the contrary, search engines are penalizing websites which employ black hat marketing. The penalty for using spam techniques can be as minor as a lower value to the search engines and associated search results ranking. The penalty of using black hat marketing techniques can be as severe as delisting with search engines for 6 months or longer.

Studying history gives us the opportunity to learn from our predecessors. The growth of the online marketing industry has established an incentivized environment for increased knowledge in the field of search engine optimization. These new consultants are including optimization of social media content, web 2.0 content and applications, article marketing, RSS feeds, podcasts, and video marketing to communicate directly with consumers at a level expected by the online market. The days of serving irrelevant content to online users and expecting to benefit from the dissemination of that content no longer exist. SEM SEO Experts of today have modified the practices of yesterday to offer techniques to their clients which are ranking higher with the search engines. These new techniques are more effective because they offer users the quality content for which they are requesting information. We are not only learning from the mistakes of our industry's past, but the evolution of these new practices of online marketing professionals is providing a higher quality online experience.

With 20 years in marketing, advertising and 10 years in internet marketing, Rostin Reagor Smith has refined the SEM SEO Expert Formula. Hundreds of case studies have combined to build the formula that drives search engine ranking through social marketing and web 2.0 communities and resources.

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