Most companies based in Indiana are aware that one of the most effective marketing tools is search engine optimization (SEO). SEO is the process of improving the visibility of a website in an organic or unpaid manner, as opposed to search engine marketing (SEM), which involves paid listings. While both processes have the same goal of placing websites at the top of search engines, SEM requires the website owner to pay the search engine for every click of the link. The latter is also referred to as pay-per-click (PPC).
SEM can achieve positive results for your business, but it isn’t practical to rely solely on it. For one thing, the rewards are usually short-term. For another, some people react to paid ads in the same way they do to advertising material that is too “hard sell”—they ignore it. Indiana SEM and SEO companies like Indy SEO Firm say that the use of both approaches directs maximum traffic to the website, increases sales, and makes the entire online marketing campaign more cost-efficient.
SEO, however, is not immune to some unprofessional practices that are counterproductive to its main goal. One of these is the use of invisible texts. Invisible texts pertain to keywords in white text on white background that aren’t visible to the naked eye, but are quite visible to search engine spiders. Another is the use of doorway passages, which are pages filled with keywords not directly related to the company. The doorway is only displayed to the spiders, as well.
Even big companies are not spared from such poor practices. A few years ago, a popular car brand’s website was temporarily banned from the Google index for its doorway passages. In addition, a famous clothing retailer’s site was found to have spammed category pages with content that was irrelevant to the company, and the search engine wasn’t too happy about that. Indiana web marketing companies such as Indy SEO Firm are aware of these practices, and continue to emphasize and advocate the importance of ethical approaches to web optimization.
Make sure that the SEO agency you work with produces only unique and original content. Search engines such as Google can detect duplicate content, which can get you evicted from the sweet search engine digs you might currently be occupying. Your SEO agency should also be knowledgeable when it comes to the proper use of keywords. Misleading keywords that don’t come up in the actual website can also get your website banned.
It is important to choose an ethical Indiana SEO company to avoid all these problems. A reliable SEO company will keep your company’s good image and maintain the trust and patronage of your valued clients.