Google has been against automated SEO software , Google doesn’t like the hidden data used by a few SEO’s and ‘the use of black hat SEO techniques are completely unethical’, such articles relating to Google show that Google has been against a few and many practices followed for SEO. Google says that ethical practices followed by SEO companies are welcomed but the unethical ways are not liked by Google. Google has been against the unethical practices followed by SEO companies. The basic ethical practices involve good content, proper code and straight forward methods for SEM.
The ethical ways for SEO involves long term continuous efforts that need building a proper infrastructure for the website .SEO involves investing money by companies that can be on monthly basis or one time. SEO can take more than a month to a year to give the needed result and no guarantee can be made for giving good ranking to your website. If your website is credible you will get the desired result or you need to depend on your luck to get higher ranking. If your website once gets a high ranking than you can get good ROI.
Above all, most search engine marketing agencies don’t just offer SEO, they offer paid search (PPC) as well. SEO practices are cheaper than PPC marketing. PPC can guarantee you a result. PPC is a fast way to popularize your website. You need to invest for your campaign and that too regularly. When you doubt your performance, you can get a result on using PPC. You can monitor your performance as you spend money. This is a method provided by search engines itself that encourage marketing for less ranking sites.
If the search engines don’t like marketing then they should not encourage the PPC marketing. Google, Yahoo and MSN work closely with agencies in PPC and if search engines were to dislike search marketing they would have discourages PPC as well. Basically the search engines are profit oriented and wish to keep a bit of value added to them. The search engines give the opportunity to a website to rank well if either they are genuinely above average or they can help generate money. It can be interpreted that there is no rank for average site as considered by search engines that is not investing in PPC.
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