There is a difference between optimizing a site for the search engines and optimizing a site correctly. Let’s face it, just about anyone can write keyword rich content, throw it up on a site, gather some backlinks and claim that they delivered everything for the campaign. However, without some sort of strategy in place, all the work from this SEO program is going to have minimal impact – if any at all.
This is where it is important to evaluate each website on a case by case basis. One of the first steps to becoming a successful SEO company is to move away from the “cookie cutter” approach and customize each client’s SEO program in a way that will achieve the maximum benefits.
Let’s start off with a brief background on the search engines. Every SEO knows that the search engine’s algorithm is built to take into account things such as keyword density, title and tag optimization, incoming links, and more. What some SEO’s don’t know, especially those that are new in the industry, is that the search engine algorithms are also very good at picking up spam. But here is the thing, except in some rare cases, there aren’t humans evaluating your website to determine whether the content or backlinks are spammy, the algorithm has certain “red flags” or alerts in place that label a site as spammy.
Avoiding Link Spam Through Gradual Increases
There are a variety of things that can mark your site as “spam” when it comes to links, including but not limited to, links from less than reputable sources, an influx of “optimized” links –particularly all with the same anchor text, or a sudden increase of links from one period to the next that is clearly out of your normal link growth. The search engines don’t want you to go out and “Do Linking” because in reality, that is a blatant attempt at deceiving them. The search engines believe that if your content is good enough, you will acquire the links naturally. For this reason, it is important to make sure that when you do linking, it follows the same basic trend that your site has seen over the years – only a bit more ramped up. For example, www.examplesite.com has been active for 5 years. On average they gather about 100 backlinks to their site a month. If an SEO company comes in and immediately procures thousands of links for the site, they are going to look like they are spamming the search engines, and possibly be blacklisted.