how to avoid shady search marketing practices

searchmarketingexpo.com@MotokoHunt

#SMX #14C

HOW TO AVOID

SHADYSEARCH MARKETING PRACTICES


#SMX #14C

• Search Marketing Consulting Services – Japan & Asia

• Website, PPC Campaign, & Process Audit

• Search Team Training• Best Consultant Award

- US Search Award 2014

About Me


#SMX #14C

It’s Not About Black Or White


#SMX #14C

It Sounds Too Good

To Be True


#SMX #14C

“We guarantee

a #1 Ranking”

*Branded terms or long tail keywords

**Paid text ads


#SMX #14C

“We use White-Hat

methods”*You should like it,

because we said,

“white-hat.”


#SMX #14C

Bait and Switch


#SMX #14C

“We build SEO

friendly sites”

*If you include our SEO services to

the contract.


#SMX #14C

“Our Best Team will

work with you”

*At least for

a while.


#SMX #14C

“We create 1000s of

links a month”

*We’ve created lots of link farms.

**We also use comment spams.


#SMX #14C

Sloppy


#SMX #14C

Charge for Each

Language Template,

but Re-Use Them

Language code remains as “en” on all language sites.


#SMX #14C

“We have the Best

Search Team”

They forgot to

un-block for

6 months!


#SMX #14C

It’s Not Transparent


#SMX #14C

“The performance has

improved by 200%!”*Just be happy with the

improvement, because

actual numbers are not

relevant.


#SMX #14C

“Here’re the High-

Level reports”*You are not going to see

the detailed report, because

it shows all the problems

with your campaigns.


#SMX #14C

“We have to own the

account”*The last thing we need is

for you to check our work.

**Because if you do, you

may not like what you see.


#SMX #14C


#SMX #14C

One

Way

Street


#SMX #14C

“This is what you get”

*It doesn’t matter what you need.

**We are the pros, and you should listen.


#SMX #14C

“Our contract is min.

5 years”

*It will take that long for you to see the results.

**And if you try to break the contract, it will cost

your arms and legs.


#SMX #14C

“Renew The Contract,

or Else!”*We’ll remove the links.

**You’ll lose all history data.

***We created the website, and we own it.

****The data is our data


#SMX #14C

They Eat Off

You

Like Leaches


#SMX #14C

“You need a Wikipedia

page for SEO”“Hello,

Shouldn’t your company have a full-length, professional page on Wikipedia? I can craft you a

professional Wikipedia page for the top 2-3 spots in Google Search. Would you like more

information? Please reply. It will be worthwhile. A full-length, professionally written Wikipedia

page will drive sales and inform your clients about what you do best. Your competitors are

getting on Wikipedia. Shouldn’t you be on Wikipedia, too?

Your Wikipedia page will always appear on the first page of Google, Bing, and Yahoo search

results. That first snapshot of your company means lots of customers.”


#SMX #14C

“That’s Extra”

Cost


#SMX #14C

“You’ll get Custom

Templates”


#SMX #14C

Adding Links to Their

Site

www.agency-site.com/customer-name/services/


#SMX #14C

Stealing Client’s

Content• They uploaded client’s

products and services content

to their site

• Client content on the agency

site ranks in the search results

instead of client pages


#SMX #14C

Whose Crime is It?


#SMX #14C

Crime #1: Little

KnowledgeYou know that you need a Website

and SEO/PPC/Social/Content etc.,

but have no idea what can or cannot

be done.


#SMX #14C


#SMX #14C

Crime #2: No Goals

You don’t have any goals for the

project or campaigns. You just

want them going so that you can

check the box.


#SMX #14C


#SMX #14C

Crime #3: Being Too

Cheap

You want the state of the art website

and digital marketing project, but

don’t want to pay for them.


#SMX #14C


#SMX #14C

Crime #4: Being

NaiveYou trust what they say blindly,

and don’t check the details.


#SMX #14C


#SMX #14C

Ask The Agencies5 References, and actually use them

• Search “Agency Name” for reviews

Detailed Service Plan

• Including why and how the plan works

• Ask for them to explain till you understand it

• Itemized service proposal

• Sample reports


#SMX #14C

how to avoid shady search marketing practices

Marketing

professional wikipedia

written wikipedia page

cwe guaranteea

professional page

page of googl

google search

cour contract

cwe use whitehat methods