The need for ethical SEO providers today is tenfold greater than what it was when the concept of search engine optimisation came into existence. Over the years, this breed of professionals has also improved in leaps and bounds to keep up with the changing technology and the way in which search engines work. If anything, the roles of these experts just got tougher with search engines such as Google coming up with many algorithmic updates to purge and clean their results list. In addition to improvising on the existing techniques, the search engine optimisation professionals also have to come up with newer services to harness the potential of the latest sites and technology to improve the ranking of their client websites. Considering the various challenges that these experts have to face, there are a few risks they are unwilling to take.

The ethical SEO providers today are not willing to work with generic keywords. This is a move that they had to take post the implementation of the Hummingbird update by Google. According to the norms of this update, Google will index pages and retrieve them based on a string of words that are relevant to the search and not just generic keywords. The search engine optimisation experts currently pick and choose long tail keywords that are highly competitive to localise their search and bring in highly targeted audience. In case your website has lost its spot on the SERP list post the Hummingbird update, these service providers come up with a new set of specific keywords and incorporate it into the content to help recover the ranks.

Keyword stuffing is a risk that ethical SEO providers are not willing to take today. A few years ago, Google used to index and retrieve pages based on the number of times the keyword or key phrase is present in the page. As a result, most of the ‘experts’ in this field used to stuff the content with keywords, even at the cost of making it unreadable for the end users. In order to curb this practice, Google came up with the Panda update that ruthlessly penalised websites that had adopted this move. Ever since, the leading experts in this field have come up with good and meaningful content that involves natural incorporation of the keywords.

Generating links from link farms is another risk that ethical SEO providers today are not willing to take. Websites that had resorted to such tactics plummeted to great depths on the SERP list when the Penguin update was implemented by Google. Brought into play after the successful implementation of the Panda update, this algorithmic change caused even more damage than its predecessor. The only path to recovery was the creation of inbound links from authority websites. Search engine optimisation experts have to now make a list of high ranking articles directories or niche sites and create content that can be uploaded onto them to generate inbound links. Incoming links from different domains is also a must currently for getting good visibility.

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