Getting your website ranked well in the search engines takes a lot of work. Considering the thousands of new websites launched on the Internet each day, you've got to know what you're doing if you want to take on your competitors and achieve a good position in Google, Yahoo!, and MSN.

When faced with the decision of what to do about getting your sites ranked in the search engines, you have two options: commit yourself to learning search engine optimization (SEO), or hire an SEO firm to do the job for you. Since search engine algorithms are constantly evolving, and being well-versed in SEO takes time, many webmasters choose to hire an SEO firm.

There are several things you need to be aware of when choosing an SEO company, however. The market for SEO is a large one, and it's important to learn how to distinguish the good SEO firms from the bad – unskilled, dishonest – ones.


White-Hat SEO vs. Black-Hat SEO

Generally speaking, there are two ways to approach SEO: the “white-hat” way and the “black-hat” way. White-hat SEO refers to the honest way of doing business with the search engines. The white-hat SEO process involves using techniques that get you ranked well in the search engines without cheating or deception.

Black-hat SEO techniques, on the other hand, are the dishonest means of getting ranked in the search engines. As tempting as it may be to cheat to get ahead in the SEO game, it's usually not worth it. Most black-hat search engine optimizers get found out right away, which results in their sites being banned by the search engines.

This is why it's important to recognize the techniques that are used by the SEO firm you choose. SEO firms who do things the black-hat way can get your site banned from the search engines. And ultimately, you are the one responsible for the SEO and marketing of your website. So don't expect Google to exempt you from being blacklisted because an SEO firm dishonestly manipulated your search rankings.

The only way to know what methods an SEO firm uses is to ask them. Be weary of companies that try to hide their methods or claim to have special ties with the search engines that can earn you some kind of “VIP” positioning. Honest SEO Methods You should look for SEO firms that take the following “white-hat” approaches to ranking your site well in the search engines:

• Improving on-site navigability
• Keyword optimization
• Inbound link building
• Internal link management

Dishonest SEO Methods

Avoid any SEO firm that uses the following “black-hat” methods for ranking in the search engines:

• Hiding keywords
• Sending bulk (usually fake) traffic to your site
• Submitting your website to thousands of search engines
• Any type of black-hat SEO method that involves spamming

 

Other Things to Look for in an SEO Firm

When choosing an SEO firm to boost your website's rankings, it's generally a good idea to avoid companies that don't offer a money-back guarantee. No one can ever truly guarantee that your site will be ranked first place in the search engines for competitive search phrases. But if your SEO firm of choice can't live up to its side of the agreement by offering a money-back guarantee, it's sometimes best to steer clear.

One good way to find out whether your SEO firm is reliable is by asking around on online webmaster forums like Digital Point, SitePoint, and V7N. It's always a good idea to hear feedback from customers who have used your SEO firm's services in the past.

The best SEO firms are experts in SEO, web design, and sales. SEO is essentially about marketing your website to the search engines, so a company that is well-versed in business and sales along with SEO is probably your best bet. The key is to find a balance between quality of service and affordability.