The Many Hats of an SEO: Content Creator – The SEO Files

Recently, we posted a white paper over on the website about what it takes to be an SEO and the many hats and jobs an SEO must juggle.  Since this is slowly morphing into my own personal SEO blog, I thought it’d be a nice idea to break out each of those white paper roles and go into them in a bit more detail.  (You can get the white paper here, by the way.)

First up, and arguably, THE most important function of an SEO is that of Content Creator.  Search engine optimization is built on high-quality, unique, useful information that just happens to be keyword-focus.  It used to be that the main focus of SEO content was the whole keyword-focused bit.  But the SEO industry, as most businesses do, is evolving.   Stock content with 20% keyword density is no longer going to make the cut.  In today’s SEO landscape, website content is meant to add value to the website and the visitor.

Google has changed their algorithm many times in the past and will certainly continue to do so in the future.  It’s what makes SEO fun (right?), or at least it’s what makes SEO a challenge.  Google’s recent algorithm changes have been geared more to the value-added content as opposed to over-optimized, keyword-focused information.  Quality content creation is easier said than done.  There is SO much information on the internet that it seems how could anyone ever come up with something original?  The thing is, you know your business and your customers better than anyone else.  When you work with your SEO consultant to create content that is true to your business, useful to your customers and that shows your personality – voila, quality content creation!

Here at ERGOS, we love content creation.  If you’re looking for high-quality, affordable SEO services for your website, look no further!  Give us a call at 1-877-99-ERGOS and just ask for our sales department – We’d love to talk with you!  You can learn more about our SEO services and what we offer by visiting us at

Black Hat SEO: The Devil on Your Shoulder – The SEO Files

All SEO services are not created equal.  Whether that means the scope of services provided, pricing, your SEO consultant, etc.  There are 2 classes of SEO that are generally considered “good” and “bad”.  Black hat SEO, if you couldn’t guess, is the bad guy.  Black hat SEO has been around since the beginning.  If the good, accepted SEO practice is a process that takes time and a lot of hard work, you can bet your bottom dollar that someone will come up with a short cut.  Black hat SEO aims to manipulate the search engines through various frowned upon practices including spamming, cloaking, shoddy linkbuilding, blog networks and so on.

What does this mean and how do you know if someone is engaging in Black hat tactics?

In light of Google’s recent Penguin update, a few Black hat tactics have leapt to the foreground – link spam, blog networks and cloaking.

  • Link spam is pretty much exactly what it sounds like.  Backlinks are a very important part of what makes SEO work so it can be tempting to send backlinks to the your site from less than reputable sites, because well, its easier than coming up with engaging, unique content that will build backlinks organically.  Say, for example, that you are a titanium tube manufacturer and your link profile includes thousands of links from one-page websites on blogging, IT services, natural health, electronics, pet supplies, etc.  These types of links have nothing to do with your business and if you actually check out the source you’ll see that most of the time they are “websites” consisting of only one page, they rarely have an About or Contact section.This a prime example of link spam. Once upon a time, this tactic worked and worked well, and honestly it probably still does for some.  However, Google is policing this practice more and more with their Penguin update.  Perhaps you weren’t hit by Penguin so you figure, Why not, I’ll keep building these types of links!  Remember though, that Penguin is an update like Panda, and chances are it will run periodically.  So while you may not have been hit in April, it doesn’t mean you won’t get penalized in the future.
  • You have to admit, cloaking sounds pretty cool, right?  I mean who wouldn’t want an invisibility cloak á la Harry Potter?  While we can all agree that Harry Potter is a good guy, cloaking in SEO is a bad guy, maybe not Voldemort-bad but probably someone like the Malfoys – sneaky and all-around annoying. To put it very simply, cloaking is when one piece of content is presented to the search engines and a different piece of content is presented to website visitors.  You’ve probably encountered the cloak at some point in your search lives.  It happens when you search for a product and you find the perfect description, exactly what you’re looking for in the search results.  You click on the result and it takes you to something entirely different.  Cloaking is a way to trick the search engines into ranking you well for certain search terms and in SEO, its really not good practice.
  • Blog networks are another SEO nuisance that you’ve probably stumbled upon a time or two.  A blog network is a blog that is set up for pretty much one purpose, to send backlinks to other sites.  Signs of a blog network are pretty tell-tale:  the content is horribly written and boring, the content is inconsistent from one post to the next (like one post is about how to lose 15 pounds by eating only chocolate and the next post is about the benefits of cloud computing and server virtualization….) To state things simply, Google hates blog networks.

The thing is I understand that Black hat SEO has it’s appeal – its faster, easier and probably cheaper.  But the truth is, the benefits will be short lived.  Eventually, Google will find that you’re engaging in Black hat tactics and you will be penalized.  White hat SEO is an investment – yes it will take time, hard work and a lot of good content, backlinks and collaboration with your SEO team.  But the fact remains that it works.  Invest in your site and your business with sound SEO practices and you will see the rewards.

Learn more about ERGOS and our SEO services by visiting our website – – or give us a call at 1-877-99-ERGOS!  I’m always here to answer any and all questions.  Alternatively, feel free to shoot me an email if you’d prefer!