When it comes to search engine optimization we are often looking for a ‘quick fix’. I have just finished working in a UK business where we were bombarded with calls from companies claiming to “take you to the top spot on Google”. They achieved this by having a broad directory that had managed to become well placed for certain key terms. They were then selling that place semi-exclusively for a fee.
What makes their directory any more relevant in Google’s eyes than a well optimized individual page? I would predict that the number of in-bound links into their directory have built up over time, meaning that individual pages are highly placed. But – a word of warning – is the relevancy of the page suitable for your entry? Be careful of ‘guaranteed number of enquiries’ claims. The claim that we had was well over the top, and as such we instantly lost trust in the firm. Ask for the keywords and the directory name and explore the results for yourself once you are off the phone.
It will be interesting to determine if this type of market has been exploited in New Zealand as well.
A search engine optimization firm will usually take a different approach, and work with you to explore your target market (keywords), and how you might reach that market. A good summary of the area is available on Wikipedia, and points out the difference between white-hat and black-hat optimization. The decision to optimize any site can be a moral one – ask yourself ‘is this page genuinely useful for this type of search’ before creating it.
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