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are commonly known
as ethical SEM firms They follow all the guidelines, terms, and
conditions set forth by the search engines. Conversely black-hat
SEM firms don't follow all the search engines' rules. 
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 2nd Myth: Writing web page copy that doesn't sound like it came from your mouth, is essentially search engine manipulation.This statement is made, almost equally, by White-hat SEO's as well as black-hat SEO's. There are two issues with this statement: First, "search engine manipulation" is entirely inaccurate. Neither black- nor white-hat SEO's are capable of manipulating search results. While SEO's and site owners control Web page content, however they do not control search engines. There is only one group that has final control over what ranks or what doesn't, the search engine software engineers. Each major search engine has a disclaimer that states they ultimately decide which Web pages are included in the index. A more appropriate phrase is "content manipulation," since site owners ultimately decide what content (text, links, graphic images, etc.) goes on their Web pages. Under no circumstances do SEO controls search results. Second, Web page content is not speech!  As designers and developers, we never write Web page content the same way we write brochure content. Different types of copywriting exist for different types of media. Web copywriting is a form of technical writing. Copywriters repeat keyword phrases for “user friendly” reasons as well as for search reasons. Sales and marketing professionals place call-to-action words ("add to cart," "get a quote," learn more," etc.) on a page to encourage visitors to take the desired call to action, in doing so they often use keyword phrases. Using the word "search" on a page instead of "find" because you determined your target audience responds better to "search" is not "search engine manipulation." Both white-hat and black-hat SEO's compare Web copy to speech. This is a flimsy inaccurate comparison. That said, white-hat SEO's do not exploit the loopholes in the search engines' guidelines; however black-hat SEO's do. |
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Myth: White-hat SEO's lack technical skills. We don't believe an SEO professional is truly qualified unless he/she has technical skills in the design/development arena. Reason being, keyword phrases are useless if search engines and site visitors don't have easy access to the text. Hence, design and site architecture are critical components for a successful SEO campaign. Qualified, SEO professionals need coding, scripting, and programming skills to troubleshoot all types of sites. What is very interesting about this myth is no black-hat SEO really defines technical skills. There's a vast array of technical skills when it comes to the Web.  When
black-hat SEO's refer to limited or a lack of technical
skills, they're probably referring to: Server maintenanceCloaking (IP delivery)XHTML codingScriptingProgrammingBlack-hat SEO's often possess different technical skills than white-hat SEO's. Some white-hat SEO's are actually Web developers. Web developers create database-driven sites, write their own code and scripts, and have usability training and experience (to achieve better sales conversions). Conversely, many black-hat SEO's have server maintenance, cloaking, and coding skills. Do you want a person with these skills to design a Web site? No. Reason being this group probably may lack the artistic/design skills necessary in making the best color selections and page layouts. Many black-hat SEO's have limited sales, marketing, and usability skills. That is because programmers tend to think like programmers, not like your intended target audience. While some white-hat SEO's have little or no technical skills, the majority have exceptional technical skills. Black-hat and white-hat SEO's shouldn't make blanket statements about each others skill levels. In conclusion, in the arena of SEM, you encounter professionals
with a wide variety of skills. Achieving successful
search engine optimization requires many skills. |
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There is a reason for not optimizing for
competitive keyword phrases and it has absolutely
nothing to do with a white-hat SEO's skill level.
Quite simply, the reasons are small to medium-sized
businesses do not have the time or more importantly
the budget to commit to a full optimization campaign.2003 © Copyright SEO Webiste Design, a Coastal Business Solutions Inc. Company. All rights Reserved.