Organic traffic from search engines has the potential to transform a business. Many multi-million dollar businesses have been built solely on the foundation of organic traffic from search engines. In fact, some of the biggest online companies in the world still depend on organic traffic from search engines. One gold mine for organic traffic is social media.
The biggest problem with search engine traffic is the competition online. It is estimated that there are over 100 billion URLs in Google’s main index which means there are hundreds of thousands of websites vying for the top 10 sports on the first page of search results for each search. In simple terms, it is not easy for businesses to rank their websites high in the search engine result pages for keywords related to their business.
Therefore, most businesses hire the services of professional and reliable search engine optimization agencies to help them rank their website high in the search engine result pages.
There are thousands of search engine optimization agencies spread all over the world. These agencies use a variety of techniques to help their clients rank high in the search engine result pages. However, there is a lack of standardization in the search engine optimization industry which has also led to an influx of unscrupulous individuals in this industry. They take advantage of their client’s lack of knowledge of SEO by using techniques that result in loss of reputation and revenue in the long run.
In simple terms, the search engine optimization industry may be categorized into agencies that use white hat techniques to rank websites and SEO agencies that use black hat SEO techniques to rank websites. White hat search engine optimization is usually defined as the collection of processes that are in line with the guidelines issued by big search engines. On the other hand, black hat search engine optimization techniques usually focus on methods that go directly against the guidelines issued by major search engines.
The biggest disadvantage of using black hat SEO techniques is that it only results in short-term gains regarding rankings. In most cases, the domains using black hat SEO techniques for rankings are penalized by search engines, and they lose all the rankings within a few weeks.
It is also important to mention here that some of the biggest brands have also been caught by search engines using these techniques, and they have been penalized for using such techniques. In many cases, the marketing department of companies was not aware of these techniques being used by the SEO agencies they had hired, but they had to pay the price regarding lost rankings which resulted in lost sales.
Therefore, it is extremely important for businesses to be aware of the techniques used by the search engine optimization agencies they hire. If you run a business and want to hire the services of an SEO agency, make sure you are aware of the techniques used by them for achieving high rankings. Ask them to show the long-term results they have achieved for other clients before hiring them.
Black hat SEO techniques work, but they only work for a short period. Any agency that uses black hat SEO techniques for ranking the website of their clients won’t be able to show you long-term results. Therefore, the long-term ranking is the most appropriate measure for you to check the techniques used by the SEO agency.
Overall, it is your responsibility to ensure that the agency you work with is using appropriate white hat search engine optimization techniques to rank your website. If they use black hat SEO techniques, your website may rank high for a few short weeks but eventually, your website will be penalized, and you will lose sales and revenue.