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YOU NEED TO PROTECT YOUR BUSINESS
Think you don’t need to know all this technical stuff?
Whether you do-it-yourself or hire someone to do your SEO, you need to know enough to not get taken…or worse have your site blocked.
• Even Peter Kent, the author of “Search Engine Optimization for Dummies” says 80% of Search Engine Optimization is a scam.
How do you stay out of trouble?
DON’T WASTE MONEY ON SCAMS
Understanding what an SEO scam looks like will keep you from wasting money or worse being blacklisted by search engines like Google.
In this lesson, you’ll identify several of the most common dirty tricks employed by so-called SEO “experts” in their quest to “pull one over” on Google.
• You’ll be better protected, and a more informed consumer of SEO services by knowing when to run from unscrupulous companies.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll build on previous lessons about search engines and recognize the signs of a possible SEO scam so that you:
- Identify keyword tricks used by devious businesses.
- Recognize the signs of low-value link-farms
- And steer clear of page ploys that search engines hate
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business
3 KEYWORD TRICKS
Let’s get started by identifying 3 keyword tricks used by devious SEO services.
- Keyword stuffing
- Keyword stacking
- And hiding or shrinking keywords
LEAVE THE STUFFING FOR THANKSGIVING
Keyword stuffing is just like it sounds.
- It involves repeating keywords and phrases over and over in a way that doesn’t add value to the visitor experience.
- It often includes putting multiple instances of keywords in hidden areas of the web pages.
Search engines have gotten very good at “sniffing-out” this trick.
And fact, you now have to watch using keywords excessively in just your normal web page copywriting so you don’t get painted with the “Keyword stuffer” brush.
DIRTY TRICKS GET YOU BLACK-LISTED
Next, keyword stacking consists of repeating the keyword over and over in each row of text-often in hidden areas of the website.
- “Black-hat” SEO companies would also put keywords in the color white text, or use extremely small font sizes, to make it virtually invisible to the human eye, but hoping to get noticed by the search engines.
Not only do search engines hate these types of behavior, but often competitors would find these tricks and report them to the search engine company-so the site would be blocked.
There are so many ways to legitimately help your site ranking, engaging in these types of tactics is just not worth the risk of being black-listed by the search engines.
STAY AWAY FROM LINK FARMS
Moving on, let’s look at link-building.
When done right it is an important and legitimate technique to increase your site ranking.
- But there are lots of companies who want to sell you low-value links promising they will rocket you to the top of page one in Google.
The worst of these are known as “link-farms” which are automated link-exchange systems designed only to try and fool search engines.
They do not add value to real people and are just one more SEO scam that search engines hate.
BUILD QUALITY LINKS
When it comes to link-building…just like in real-life…good relationships are built with quality companies that you have things in common with such as:
- Market niche
- And audience needs
Think quality of links, not quantity.
BE AN ORIGINAL
Finally, let’s examine some page ploys that search engines can’t stand.
- The first one is duplicating pages and sites.
Ever thought “If one optimized page is good, 10 duplicates must be better?”
- Today most search engines recognize duplication and will not rank duplicate pages and sites.
Focus on great original content whenever possible.
DON’T BAIT AND SWITCH
The next page ploy is “doorway” or “information” pages.
These pages are highly optimized to rank well and channel traffic to your site.
- Sounds good?
The trouble is they are often intended to funnel traffic to sites that aren’t really related to the page that the searcher clicked in from.
- Think of these as “bait and switch” web pages.
Search engines hate these games.
Develop pages that are relevant to search engines and make real people want to find out more once they get to your site.
LISTEN TO YOUR INSTINCTS
Remember if things seem too good to be true, they generally are.
- If someone is offering you SEO services with methods that just don’t sound right, they probably aren’t looked upon favorably by the search engines.
“White-hat” SEO is all about using strategies that improve communication with the real people searching for relevant information.
TIME TO GET REAL!
Go to your practice guide for a comparison of “black hat” tricks vs. “white-hat” strategies.
- Take a minute to note which types of SEO offers you’ve seen since opening your website.
Thanks for sticking with it!
You’ve built a solid foundation to build traffic to your website site with ethical and effective search engine optimization strategies.
- In the next module we will continue exploring how to increase your online traffic by focusing on how to find and reach influencers who know and engage your “perfect” customers.
Stay tuned for the next module’s lesson: Influencers: Leveraging the Power of Relationships.