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Will Sketchy SEO Tactics Damage Your Company's Online Reputation
By Jason Sherrill
Posted on Feb 11, 2009
I typed a response to this question that a user posed on Stackoverflow.com today regarding SEO tactics, but between the time I started typing and the time I finished, the author had closed the question to new answers, so I couldn't submit my response. Nonetheless, it was a good discussion topic since numerous clients have asked me whether black hat SEO tactics that get a quick rise in search traffic should be part of their internet marketing strategy. If you're reputable, in it for the long haul and want sustained growth, then the answer is definitely "no."
His question was:
This is a question for those of us who can easily recognize when a company is participating in a sketchy SEO scheme to bulk up their search engine rank.
Recently, I've been searching for a moving company. After hearing several estimates, I decided on one company that gave me a reasonable rate (not the cheapest) and was very professional over the phone, providing a great explanation of all costs and previous customer referrals.
I then went online to see what additional information I could find on the company. I found all kinds of content aggregation sites linking to the company and obviously fake reviews of the site (same copy used for different sites, reviews).
Now my question is, based on my "meat space" experience alone, I would have gone with this company. Now, because I happen to be a web application developer, I've spotted a shameless SEO scheme. Should this affect whether I give this company my business?
In realize that I'm painting people with a broad stroke here, but I'd be inclined to think more poorly of their SEO consultant (or information sources, if DIY) than perhaps the company itself in this situation. I'll make an assumption that it's not a large, multi-national moving company. Chances are good that the movers probably know the moving business very well, but are less likely up on what is white hat, black hat, gray hat or fluffy orange hat in the SEO world.
I'd venture to guess that most of my clients would not question the SEO advice I gave them, whether good or bad, if it sounded half-way reasonable. It's not because they're bad companies or have evil motives, they simply do not have enough knowledge on the subject to argue with me, who they view as an expert.
As Chris said, the phone call & interaction you have with them would be far more indicative of the "people quality" behind the company. In fact, there are a lot of companies I've dealt with and even consulted with that did SEO by the rules but were still terrible at delivering great service and quality products. :)
Having said that, if the company was of the size and sophistication that they should know better, then I would at least question their online marketing strategy. I may also infer to a certain degree that perhaps their other practices may also be a bit "loose" in terms of ethics, but there is a lot of believable misinformation regarding SEO and internet marketing that makes it difficult for even well-intentioned business owners to know what they're doing is frowned upon by the search industry.
Jason
