Is SEO Ethical?
For many people, SEO seems like a cheat to make search engines display your site when it isn’t warranted. There are things that some SEO companies do that most people would consider unethical, but for the most part, the practice is benign. The good news, for those worried about the moral implications, is that the type of SEO that works the best is also the type that is simply common sense. Using these techniques to have your website rank better in organic searches is perfectly legal and moral and even encouraged by the search engine companies themselves.
First, let’s establish what search engine optimization is. When a person wants to search for something, they’ll start with a word or phrase that is related to the topic and put those words into the search field. These are called keywords and they are the basis of all SEO. The words you put into the search engine are compared against the words contained in the websites the search engine has crawled and cataloged by using a special formula called an algorithm. The algorithms use a variety of factors to decide which sites are more relevant to the words you’ve used to search. Optimizing your website for search engines means making it as easy as possible for search engines to return your site in relevant searches.
Why does it matter if the search engines rank your site well? People use web searches to find everything these days, from information on topics they find interesting to local establishments to products they can buy online. Even if your business is physical, if people can’t find it online, they won’t know to look for it in the real world. Most people will look at the results on the first page and then stop, so it’s important that your site be in those first few results.
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This is where search engine optimization really comes in. The first thing you need to do is figure out which words people use to find similar businesses. Believe it or not, this is harder than it sounds. The next step is to use those keywords correctly on your site.
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Giving your customers the information they are looking for is the best way to do this. A restaurant might include a page that lists its address and contact information, which gives customers a way to find it in the real world and the search engines a way to know which location searches are relevant to that business. Pages that explain your business or your business goals are a good place to use keywords for the search engines while also providing useful information to your customers. Creating content that helps customers use your products is also a good way to use keywords in a way that helps search engines and your customers.
