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Search Engine Management
When it comes to search engine optimization, several reports keep surfacing in newsletters and forums all around the Internet, of companies who resort to shady strategies. However, negative impact is likely to be caused (sooner or later) by unethical SEO techniques; for this reason, one should be mindful in dealing only with honest search engine consultants. Granted, that’s a relevant discussion; but we should keep focus on the underlying motivations of SEO professionals. This is the same in every industry, not just SEM. If the people in our industry can remember this when trying to create a professional SEM Business (and there are many factions trying to do this), it will go a lot smoother.
Prospective clients are known to sometimes bear an unhealthy stance towards search engine optimization, as result of information they’ve read somewhere else. They’ll approach you and as for something like creating a set of 10 doorway domains pointing their website. They stubbornly refuse your advice to make modifications to their actual website, and they insist that you only work from the “fringes”.
Using this strategy, people oftentimes manage to deceive search engines by providing a sitemap of the doorway domains linking to the real homepage they’re promoting. Such pages are grouped together to lure search engines, but they provide real users with nothing but disservice: once they get to one of the doorway pages, they have to make an extra click to get to the actual site. Should you get faced with such a customer, what would you prefer: compromising your views of proper search engine optimization, or just give the customer what he thinks is better? After all, you’ll only be creating a few pages per customer request, which is not necessarily an act of corruption. But… what if you had noticed how there was actually a great selection of content pages in the actual website? What the customer really needed wasn’t really doorway pages, but simple adjustments to the keywords they’re using in the site’s content, in order to match real searches.
Personally, if I found myself in such a scenario and I couldn’t convince the client how unnecessary and futile their chosen technique was… I wouldn’t hesitate to turn down the job. It may sound hard to yield the solid profit that would originate from such a simple job. If you think about it, this kind of task could be performed nearly automatically using the right software…the client would likely be happy he’d get what he wanted? There are plenty of ways you can justify it to yourself. Provided you’re a professional SEO consultant, you’re expected of nothing short of doing what you know will bring about most effectiveness. If it means you don’t get that particular job, then so be it.
If you keep perspective on your career, you’ll notice that losing this kind of customers is actually irrelevant. Why worry about losing a small account, when it’ll only strengthen your professional stand and help you get to the customers that really matter. You can bank on this fact!
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