Google's SEO Guidelines

Google's SEO guidelines

What's an SEO? Does Google recommend working with companies that offer to make my site Google-friendly?

Search Engine Optimizers

SEO is an abbreviation for "search engine optimizer." Many SEOs provide useful services for website owners, from writing copy to giving advice on site architecture and helping to find relevant directories to which a site can be submitted. However, a few unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to unfairly manipulate search engine results.

While Google doesn't have relationships with any SEOs and doesn't offer recommendations, we do have a few tips that may help you distinguish between an SEO that will improve your site and one that will only improve your chances of being dropped from search engine results altogether.

• Be wary of SEO firms that send you email out of the blue.

  Amazingly, we get these spam emails too:

  "Dear google.com,
  I visited your website and noticed that you are not listed in most of the major search engines and directories..."

  Reserve the same skepticism for unsolicited email about search engines as you do for "burn fat at night" diet pills or requests to help transfer funds from deposed dictators.

We do not solicit businesses by email or attempt to persuade potential clients with non-conservative SEO practices that do not work long-term. We discourage all SEO practices that do not meet or exceed Google Webmaster development or optimization standards.

• No one can guarantee a #1 ranking on Google.

  Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through our Add URL page or through the Google Sitemaps program, and you can do this yourself at no cost whatsoever.

No SEO firm has a “special relationship” with Google. Google does not share its specific search engine rule structure. We, like other legitimate SEO firms, monitor Google's changes to their search engine rules.

• Be careful if a company is secretive or won't clearly explain what they intend to do.

  Ask for explanations if something is unclear. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you.

Some SEO firms purposefully keep their clients in the dark or pass-off SEO practices as too complicated to explain or understand. We educate and assist our clients in understanding SEO practices and strategies. We work as a “e-business partner” not a adjunct partner.

• You should never have to link to an SEO.

  Avoid SEOs that talk about the power of "free-for-all" links, link popularity schemes, or submitting your site to thousands of search engines. These are typically useless exercises that don't affect your ranking in the results of the major search engines -- at least, not in a way you would likely consider to be positive.

Some SEO firms attempt to have clients “buy-in” to SEO service packages with links. Links are only beneficial if they are highly relevant to Websites. Link relevancy is directly related to “link to” content and Website focus.

• Some SEOs may try to sell you the ability to type keywords directly into the browser address bar.

  Most such proposals require users to install extra software, and very few users do so. Evaluate such proposals with extreme care and be skeptical about the self-reported number of users who have downloaded the required applications.

Keywords are only beneficial if they are represented in legitimate meaningful content. Keywords by themselves do not benefit Website PR or search engine placement. We only utilize researched keywords within legitimate meaningful content.

• Choose wisely.

  While you consider whether to go with an SEO, you may want to do some research on the industry. Google is one way to do that of course. You might also seek out a few of the cautionary tales that have appeared in the press, including this article on one particularly aggressive SEO: http://seattletimes.nwsource.com/html/businesstechnology/2002002970_nwbizbriefs12.html. While Google doesn't comment on specific companies, we've encountered firms calling themselves SEOs who follow practices that are clearly beyond the pale of accepted business behavior. Be careful.

There are many different types of SEO firms. Many SEO firms “package services” or “promise” unrealistic results. We only offer “custom” SEO solutions based on individual SEO e-business strategies.

• Be sure to understand where the money goes.

  While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.

It is common practice for SEO firms to take a large generic retainer for future services. Many SEO firms do not specifically disclose how funds will be used. We always specific how all money will be applied and used according to a governing SEO strategy which the client fully understands and agrees with. Our strategies are executed by performance driven benchmarks with accountability.

• Talk to many SEOs, and ask other SEOs if they'd recommend the firm you're considering.

  References are a good start, but they don't tell the whole story. You should ask how long a company has been in business and how many full time individuals it employs. If you feel pressured or uneasy, go with your gut feeling and play it safe: hold off until you find a firm that you can trust. Ask your SEO firm if it reports every spam abuse that it finds to Google using our spam complaint form at http://www.google.com/contact/spamreport.html. Ethical SEO firms report deceptive sites that violate Google's spam guidelines.

We encourage potential clients to research SEO firms and their practices. Comparing SEO services, to other SEO firms, only strengthens our legitimate SEO best practices model which governs our business model.

• Make sure you're protected legally.

  For your own safety, you should insist on a full and unconditional money-back guarantee. Don't be afraid to request a refund if you're unsatisfied for any reason, or if your SEO's actions cause your domain to be removed from a search engine's index. Make sure you have a contract in writing that includes pricing. The contract should also require the SEO to stay within the guidelines recommended by each search engine for site inclusion.

We never promise what we cannot legitimately deliver. Unlike many SEO firms, we do not promise a specific page rank or search engine position. We deliver long-term SEO results that are governed by SEO basics – Website design, mechanics, content, online relationships.

What are the most common abuses a website owner is likely to encounter?

One common scam is the creation of "shadow" domains that funnel users to a site by using deceptive redirects. These shadow domains often will be owned by the SEO who claims to be working on a client's behalf. However, if the relationship sours, the SEO may point the domain to a different site, or even to a competitor's domain. If that happens, the client has paid to develop a competing site owned entirely by the SEO.

Another illicit practice is to place "doorway" pages loaded with keywords on the client's site somewhere. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely relevant for a wide range of keywords. More insidious, however, is that these doorway pages often contain hidden links to the SEO's other clients as well. Such doorway pages drain away the link popularity of a site and route it to the SEO and its other clients, which may include sites with unsavory or illegal content.

Illegitimate SEO practices, like “doorway” pages or “shadow domains,” are a Google death sentence. Risky behavior can result in a “gray bar” or becoming “black listed.” Short-term SEO short-cuts do not work and result in penalties. We will never participate in these practices.

What are some other things to look out for?

There are a few warning signs that you may be dealing with a rogue SEO. It's far from a comprehensive list, so if you have any doubts, you should trust your instincts. By all means, feel free to walk away if the SEO:

We do not practice any of these illegitimate SEO practices.

• owns shadow domains

• puts links to their other clients on doorway pages

• offers to sell keywords in the address bar

• doesn't distinguish between actual search results and ads that appear in search results

• guarantees ranking, but only on obscure, long keyword phrases you would get anyway

• operates with multiple aliases or falsified WHOIS info

• gets traffic from "fake" search engines, spyware, or scumware

• has had domains removed from Google's index or is not itself listed in Google