When a company undertakes a search engine optimization program, whether it is performed in-house or outsourced to an SEO service, most of the attention (and rightly so) is focused on the company website. This is the one aspect where there is a feeling of control–once a website is released into the wild, the company will have to see how its site fares against all the other websites out there, whether the other sites are using ethical SEO tactics or not.
Apart from changes made to the company website, the assumption is often that the company and, if it is using one, its SEO service, has zero control over what appears in search engine results Dofollow. However, this is not usually the case. Often, you or your SEO service can have a direct effect on search engine results by monitoring your competitors and reporting them to the major search engines when the SEO techniques used on their site fall outside what is popularly referred to as ethical SEO. (Please note that while I believe that the word “ethical” is tossed around too often, “ethical SEO” has become the standard phrase to describe white hat techniques, and so it is the phrase I use throughout the article. )
To start with, let’s define competitors. Almost every company has at least a handful of other companies that it considers to be primary competitors–the ones that sell the same products and services, that are of similar size, and so on. It is important that the SEO efforts (or lack thereof) of these competitors, whether they are using ethical SEO techniques or not, be monitored on a routine basis. If they have not hired an SEO service of their own, or if they have not started doing SEO in-house at all, you will have peace of mind knowing that the use of this channel, for the moment, is yours. If your competitors begin an SEO campaign, with or without an outside SEO service, you can learn much about their sales and marketing tactics by evaluating the keyphrases that they target. And you can also investigate whether they are using ethical SEO practices in their campaign.
It’s important to keep in mind that it is unlikely that searchers are going to decide only between you and the primary competitors you have listed. They are going to consider any company that matches their particular needs and that shows up for their search term. This is why your criteria for a competitor online should broaden to encompass any company that offers products or services like yours that outranks you for any of your targeted keyphrases. If your in-house staff or your SEO service not only continually monitors your search engine positions but also analyzes the companies that appear above you in search results, you can often identify forward-looking competitors of which you were previously unaware–your primary competitors of tomorrow.
This brings us to the key issue of ethical SEO. Search engine optimization is still a very new concept to most companies. Even the most respected companies can make mistakes in this arena, either by choosing the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people. For example, BMW’s German site was recently removed temporarily from the Google index for using doorway pages–something that is not considered an ethical SEO practice. It stands to reason that your competitors are also not immune to violations. As their name suggests, website inspectors examine flaws in websites in order for clients to obtain higher search engine rankings. Website inspectors carry out full SEO (search engine optimization) evaluation of websites and report suggested changes that should be made in order to make a website more search engine friendly.
Website inspectors perform in-depth SEO website analysis of website Html code, including META tags and Alt image tags, along with SEO analysis of website design, keyword text weight, download time and other SEO features. Website inspectors then produce a detailed SEO report consisting of manually generated META tags, alt tags and suggest other website alterations.
There are a number of differences between website inspectors and other SEO companies. Most SEO companies only evaluate and report on general website Html code and limited website design features. By contrast, website inspectors will offer detailed evaluations and SEO reports of Html code, and all aspects of website design from textual relevance to aesthetic design. Website inspectors will offer a comprehensive SEO report consisting of workable alterations that should be made to a website in order to significantly improve search engine rankings for the long-term. General SEO companies, by contrast, will only focus on what is wrong with a website without offering many good suggestions to improve search engine rankings.
Most general SEO companies will provide customers with “cookie cutter” style SEO reports. This is to say that the vast number of SEO companies will evaluate a website using automated, report generating software and send their client a print out of a generic SEO report. Such SEO reports will provide irrelevant information to the client’s website and will not provide any solid suggestions as to alterations that should be made in order to improve search engine rankings. By contrast, a website inspectors company will treat each website as a unique piece of material. A good website inspectors SEO company will refrain from using any automated software to analyse a website or to generate an SEO report.