Blog Post

Search engine promotion services that will get you penalized

Search engine promotion services are a very complicated topic. There's a lot of misinformation out there about what kind of services you need, what kind of services you can trust, and how much you should reasonably spend. The information is all over the place! We put this blog together to help people who are interested in sourcing a partner to promote their websites make sense of their options.


Hello and welcome to our video today on search engine promotion services. I'm Chad Hill, and I have Adam Stetzer here with me as well.

Yeah. Good afternoon, Chad. When you're trying to find a partner to help promote your website or hire them to do a search engine promotion service, it's a tremendously complex topic, as you and I know. There's a lot of misinformation out there. And it's really hard to judge what kind of services you can trust, you should trust, how much you should spend. It's all over the place.

Chad, I was just watching a video from Matt Cutts earlier today, from Google, and the question was, how do you know if your SEO's good? A very complex question related to our discussion today. And he gave a very soft, political answer. He said, you could be 100% white hat and just adjust your title tag and do something so we can crawl it and make your server really fast.

And then you could be way over on the black hat end of spectrum where you're cloaking and stuffing and doing our redirects. But he left such room in the middle. It was so broad. It was so wide.

I want to open this conversation for our viewers today. How do you find a good vendor when you want to promote your website? You've done enough to know that "build it and they will come" just doesn't work. So where do you go from there? And how do you establish trust with someone you might be seeking to outsource your search engine promotion services to?

That is a tough place to be. One of the things that I think people should look at is what your search engine promotions service provider is doing? Is it really creating real end user value? You really want to focus these days not only are just tuning and trying to figure out what's that one little title tag adjustment that Google is going to find that's going to put you on the top the rankings. You don't want to be thinking about that because that sort of the third thing that, as we go through our methodology, that you want to be thinking about.

The first thing you want to look for in your search engine promotion service is really creating real end user value in the content that you create, that you put on your website, that you look for places to syndicate back because that's the stuff that's going to earn you links and ultimately is going to help. Those links are to help build a domain authority of your website, which is going to allow it to rank in the search engines.

Right. So, Chad, when someone's out there looking for search engine promotional services, they've probably gotten to that point. So like, OK, now I need a link builder. Right? And so they're out shopping for people to help promote them through backlink building.

A couple years ago, maybe that was OK. But today, if you shop that way, you still have the wrong orientation, right? Maybe that's why you're emphasizing end user value so much. You shouldn't look for a firm the says they're a link builder. But the ironic part about that is, yes, what they should do should result in backlinks. Help our folks understand that because that's confusing.

Yeah, great question. Well, let's think about it this way. Really, a vote, a backlink to a website, and when Google originally built its algorithm, was all about that sort of being a way to filter out a good website for a bad website. The idea being that if the content and information on that website was good enough for someone to take the time to build a link to that website, then that should help move it up in the rankings. That's a better website than one that doesn't have link.

The trick is that it's very easy, or was easy for a long time, just to go out and say, well, I'm building links for the sake of building links. Google's smart. They've caught up with sort of figuring out what are the signals that look like just links that don't matter compared against links that do matter.

Links that do matter are ones that tend to be around compelling information, that Google's able to filter out to determine which piece of content might be relevant, more relevant than another piece of content. And then, more importantly, are on good websites and aren't filled with a bunch of other links. So if we submit to a directory with hundreds of other links on a page, that's not as valuable as a well-written article that has one link back to your client's website. That's some of the stuff you want to look at when you're thinking about a search engine promotion service.

Right. If you put two and two together, you don't want to hire a firm whose orientation is link building because they've already got the wrong mindset and maybe they haven't had trouble with Google up to this point. Although, Google has been very aggressive in 2013 to ferret out and devalue bad links and content that doesn't have user value. But they certainly will have problems in the future if they maintain that mindset.

So I think the search engine promotional service you're looking for is one that's real SEO which, in our mind, is real marketing. And that all-- again, we're going to beat it like a dead horse here-- comes back to end user value. If you're promoting bad stuff, you're really just building links for links' sake.

If you're promoting things that people really want and really answers questions and engages in discussion, it makes the internet genuinely a better place. Yes, you should and will earn backlinks from that and need to to promote your website and increase your rankings. But you got to-- you know, horse in front of the cart-- you've got to create great content. Or, in this case, find a vendor who's going to do that for you by working with you, refining messages, and then using every medium at their disposal to really broadcast it out visually, in written word, social media. And earn that social spread, those likes, those backlinks that will ultimately promote your website in the search engines.

Comments (12)

  • Jesse Reply

    Seriously well done article. These days it seems like you do not have to do much to get slammed down by the Google Gestapo.

    07/17 at 08:11 AM
  • Chris Reply

    Ouch Jesse, does that mean we have to learn the Google Goosestep? But yes, what a great convo here. The more I listen, the more I learn. It looks like SEO just isn't so simple anymore and the trend seems to be that it is getting more complex and difficult to stay in Google's good graces. So why not stay ahead of the curve, select a web marketing firm that not only understands the current search engine environment, but also identifies the trends and prepares for the future?

    07/17 at 08:35 AM
  • Chad F Reply

    Having a solid SEO grasp on your companys online presence is almost a full time job. There is so many new updates & changes to Google. A "Good" SEO company like Adam & Chad said is not the cheapest guy who is going to give you thousands of fake links. Your SEO providers should be creating original content & always staying up with the changes & updates.

    As always great videos guys started my morning off with learning something new!

    07/17 at 09:32 AM
  • Eric R Reply

    Google wants to reward great content that people want to read. Having good content on their search engine will keep people coming back to them. Create great content that people want to read, and your website rankings will reflect the effort.

    07/17 at 11:06 AM
  • Nick Reply

    Just goes to show you that companies can benefit from outsourcing SEO to a company that a) provides high quality content; b) stays on the right side of that seemingly thin line between white and black; and c) stays abreast of all of Google's often overwhelming changes.

    07/17 at 01:51 PM
  • Reply

    Black Hat SEO techniques are antiquated and dishonest, and search engines recognize this and have very obviously adapted accordingly. As said, great content is beneficial not only to the community, but great for raising rankings and promotion--a win win. Great video, keep it up.

    07/17 at 04:22 PM
  • Tom Reply

    make sure you do your research and find a company that will focus on greating good end user value

    07/18 at 11:38 AM
  • Breylin Reply

    I will be using this in my personal blog in the section on SEO. You guys always know how to quickly and precisely address things.

    07/18 at 01:32 PM
  • Renee Reply

    End user value. End user value. So very important.

    07/18 at 02:05 PM
  • Bill F Reply

    This is why doing SEO yourself, or taking the cheapest option available, aren't the best choices. Old methods and spammy methods will earn you a quick rise, then a long hard drop in rankings.

    07/18 at 03:39 PM
  • Terrance Reply

    When you go cheap you will get cheap. It may be impressive now but in the long haul it's going to cost you more. It's almost like buying furniture.

    07/18 at 04:18 PM
  • Matt Reply

    I am surprised to see how many SEO companies are still partying like it is 1999

    07/21 at 08:12 PM

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