Does your marketing agency wear a white hat or a black hat? Maybe that analogy doesn’t make much sense to you. By the end of reading this article, it will make perfect sense.
There are a lot of different methods used by marketing agencies who are contracted to help a website succeed. Ethical marketing is important. But not all companies who offer to help website owners operate ethically. Here are some tips and cautions to help you make the right decision and protect the interests of your website.
White Hat or Black Hat?
A black hat marketing agency isn’t typically going to admit that they are operating on the darker side of the world of internet marketing. But in many cases these unscrupulous organisations merely operate in a vague world where they don’t adequately communicate their methods to their customers.
You, as a customer, needs to ensure that your website marketing is ethically done. If your marketing consultant is wearing a white hat, for instance, your site would not ever be in jeopardy of being blacklisted by search engines for black hat marketing methods.
The search engine optimisation world uses the hat analogies to contrast SEO to the Wild West where the bad guys wore black and the good guys wore white. There are also grey hat marketers, who operate on a fine line.
Online marketing is highly competitive. You probably have competitors and so do the agencies who want to help you succeed. Some do want to help you succeed; others just want to take your money. Some unscrupulous so-called consultancy firms will not deliver on their promises. Others will do things that at face value seem to be meeting the agreement they’ve made with you but once they’ve left with their payment in hand, the fallout may not be very attractive.
Certain SEO methods do help you rise the ranks fast but they could also result in falling fast, too. And if a search engine such as Google perceives some of your techniques to be black hat, they could de-rank your site or worse, blacklist it.
Always look to do business dealings with honest and forthright companies. Beware of unsolicited offers to get you a flood of website traffic and beware of companies without a demonstrated track record. A marketing agency worth dealing with will take the time to talk to you, understand the needs and goals of your business, and to assure you that any methods used to help you gain favour online will be ethical.
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