Generally, webmaster guidelines tend to encompass very similar rules to keep your site clean and to minimise any chance of your site being ‘blacklisted’ from search engines. Whether your looking at having a go at do it yourself search engine optimisation or are about to employ an seo specialist to improve your search engine ranking placement (SERP), it is advisable to familiarise yourself with the pointers below.

Although ethical firms do use unsolicited email campaigns to generate business, black hat firms also use this form of online marketing too. A good benchmark into the quality of the consultant that has contacted you is how much actual information they have provided in the first instance. Chances are, if the mail itself is chocked full of high quality information and examples, then a quick check on sites like Blagger.com can initially allay any fears of ‘being burned’, or ‘throwing good money after bad’.

All popular search engines use a complicated mathematical equation to rank sites, be very wary of being told that they have a ’special relationship’ with the engines themselves and offers ‘the number one position guaranteed’. Googleplex, for instance, has that many different departments that even if a marketing consultancy did know someone working there, it is highly unlikely that this one person could influence the whole algorithm.

If you have already employed a developer to optimize your web site, talk to them regularly, making sure that they explain, or can explain what has changed on your site and why. If they are not forthright at coming forward with the information, they may be using underhanded techniques, that although may give the desired effect in the short term, could have an adverse effect in the long run and ultimately lead to your domain name or URL (uniform resource locator) being blacklisted from search engine indexes. Another reson to keep check is that some online advertising agencies sell you optimization, then outsource all the work, getting the layout of site design from one source, the content from another, and link building from another. Using developing countries, the can actually pick these services really cheaply. There should be no problems with the site design, but the copy, or content, tends to written by a non English person, and this is reflected in spelling and grammar. WE where even contacted by a so called leading ‘SEO company’ to run their link building campaigns. If they are ’so good’ at what they do, why do they need to ask us to do this very important part of  ’off page’ optimisation for them.

Do not buy, nor download any software when offer browser keywords. If you are using ‘Internet Explorer (the big blue ‘E’), Firefox, Opera, or any widely recognised, safe browser, the download will change your browser. This is the only way they have of offering browser keywords. It is not possible to make this work in any other instance and the chances are you will need a highly skilled techie to uninstall the plug in.

Never let an optimiser link their site from yours, unless you have given permission. They are using you to increase their own link popularity, which detracts from your own link strategy.

It is possible to use ‘pay-per-click’ methods to get good search engine presence. These are text link adverts that appear on the search results. On Google, Yahoo, Ask, MSN, and other leading portals, they should be clearly marked ‘featured’ or ’sponsored’ results. These have nothing at all to do with search engine optimisation and depending on your industry can run very expensive.

If you have been given example listings of work they have done via search results pages, contact the company they have done work for. Ask the company if they are familiar with ‘Google’s spam reports’ and if they have ever reported a site. This should give you an indication to the ethics of the firm you are considering.

We hope this information will help you make an informed choice when selecting a search engine optimisation company. Remember, if you have time, and no good SERP’s at the moment, you can use our site as a reference to ‘try it yourself’. You may be pleasantly surprised at what you achieve.

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Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (”organic” or “algorithmic”) search results. Usually, the earlier a site is presented in the search results, or the higher it “ranks,” the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

Webmasters are practitioners of web communication. Typically, they are generalists with HTML expertise who manage all aspects of Web operations. Webmasters typically know scripting languages such as PHP, Perl and Javascript.

On larger sites, the webmaster will act as a coordinator and overseer to the activities of other people working on the site and is usually an employee of the owner of the website, hence webmaster can also be listed as an occupation. If the webmaster is hired by a larger website, or promoted to the position, they could do things from web design, to project management, or employee supervision.

In the early days of the use of the term “webmaster” (a take-off on the term “postmaster“, the administrator of an e-mail system), this role encompassed all aspects of planning, coding, production, and user interface. The webmaster may have many of the duties of an information architect, including ensuring site usability, user experience and menu taxonomy.

However, since the late 90s, this type of webmaster role was typically only found working on small Web sites that could be managed by one person, or in environments where there was not a great deal of role definition. The current model tends to be more team oriented with a website manager or online producer leading a team consisting of web developers, designers, programmers, QA lead, Adobe Flash developers and often at least one usability expert or a UI/UE team. In established web development companies, especially those existing since the 90s, the term webmaster may be used by senior officers of the company, and may include usage such as “Webmaster-in-chief.”

A broader definition of webmaster is a businessperson who uses online media to sell products and/or services. This broader definition of webmaster covers not just the technical aspects of overseeing Web site construction and maintenance but also management of content, advertising, marketing and order fulfillment for the Web site.

Core responsibilities of the webmaster include the regulation and management of access rights of different users of a website, the appearance and setting up website navigation. Content placement can be part of a webmaster’s responsibilities, while content creation is typically not.

Typically, the webmaster is the agent who reads user feedback and complaints about site functionality.

The webmaster is actually in charge of the server more so than the actual web pages. The web pages are handled by the senior designer.

The acronym “SEO” can also refer to “search engine optimizers,” a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term “search engine friendly” may be used to describe web site designs, menus, content management systems and shopping carts that are easy to optimize.

Another class of techniques, known as black hat SEO or Spamdexing, use methods such as link farms and keyword stuffing that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.

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