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Taking a step back, I learned a concept when I was knee deep in text books at Yale School of Management about five years ago. It was a concept of the “Consistent Value Proposition.” On the surface the concept was simple- when involved in providing a service or selling a product every aspect of the customer experience must be consistent- from pricing to packaging, from customer support to billing. If all the parts to the business equation remain consistent, you will be on the road to a flourishing, blissful customer base.
What exactly does the Consistent Value Proposition have to do with Ethical Search Engine Optimization?
There are two ways or rather philosophies in performing search engine optimization. Technique number one is to work against the search engines. Method number two is to work in tandem with the search engines and the rules they set forth. Working against the search engines in an unethical manner may consist of:
- building doorway or cloaking pages
- creating link farms
- the use of multiple domains with identical content
- purchasing links
- automated software used to submit or trick the search engines
Working with the search engines means abiding by the rules that they, the search engines, set forth in each of their terms of service. The window into Google™ ’s and Yahoo’s rules and regulations can be found for all to see at this address:
http://www.Google.com/terms_of_service.html
http://docs.yahoo.com/info/terms/
Working with the search engines is a long term and time intensive approach to improving your business. This means that tangible results from working with the search engines may take longer and many more man hours than option one, which is working against the search engines. Why would I work with the search engines if results may come faster and easier by tricking search engines such as Google™ and Yahoo? Well, Google™ measures the importance of every website by a system they call PageRank™ – PageRank™ is one of the ways Google™ parses sites that are relevant and legitimate from illegitimate, spammy websites. Tricking the search engines may cause a site to be blacklisted – which would in turn cause Google™ to not recognize any PageRank™ on your site – essentially rendering your search engine listings non-existent.
We are now getting to the meat of what ethical search engine optimization really is. Ethical search engine optimization can be defined as the philosophy of improving a website’s organic search engine listings by working within the bounds set forth by each of the search engines terms of service.
This long term approach to business success is a logical extension of the consistent value proposition I was introduced to at Yale. Every aspect of the client experience must be consistent with the standards you set forth in your own organization. Whether SEOMatrix LLC is optimizing a website, or hiring and employee we take the care in considering the totality and long term implication of the decision.
This document is the express property of SEOMatrix LLC. Its reproduction or distribution in any form is strictly prohibited. Any violation in this policy will result in Legal Action.
SEOMatrix LLC CEO
Brian Ortiz
New Haven, Connecticut
e-mail
October 25, 2005
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