In order to draw more prospects to their product or service, a website owner will often resort to using search engine optimization. This is done through the use of keywords. When a potential client types a certain word or phrase into a search engine, their screen will display a series of websites that best match their request. Now, there are ethical and non-ethical methods that many companies use in order to draw the most traffic to their site. It is important to recognize the difference.
Here is an example of an unethical tactic. The user clicks on a link that is actually an advertisement, but disguised to look like a legitimate site. Instead of leading the customer to the information they desire, it brings them to an advertisement for a product or service that they don’t really want.
Basically, ethical search engine marketing uses tactics that are meant to assist the searcher and not harm them in any way. When using SEO, you should be wary of the keywords that are used. The more relevant they are, the more beneficial traffic will be routed to the site. As well, companies should use more text than images. SEO can’t always recognize images and therefore, will not be as efficient in directing traffic to the site. Another ethical search engine marketing tactic is the minimal use of links. Links are definitely advantageous, but too many can be confusing and lead to broken links. All pages should contain content that is original and unique and not direct the reader to alternate pages. Use clear, concise information and do not mislead the consumer. Consumers want information at a quick rate; they do not want to search page after page for answers.
Keep in mind that different search engines often have different lists of what they consider to be ethical search engine marketing tactics. If you are designing a website that offers consumers information on a service or product, make sure that you adhere to the specific search engine’s guidelines. Unethical tactics are also considered to be illegal at times.
