Eight worst search optimization techniques - Using untrained SEO consultants
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What it is:
If you have looked around at all for a search engine optimization firm, you have noticed that there is a wide range of options with an associated wide range in prices. Some firms are run by well-trained and knowledgeable experts, who often charge accordingly, and other firms are run by people who are out to make a quick buck but may not have your site's long term interests at heart.
Why you shouldn't do it:
Sometimes untrained consultants will be cheaper, but as with all things, you get what you pay for. It is far better to fork out the money for a qualified professional firm to optimize your rankings through legitimate, long-term methods that won't cost you a penalty than to risk unsavory techniques that may get you good short-term placements but could result in bans and penalties if their methods are detected. Since many untrained or unethical SEO consultants may use the above tactics, you could end up with terrible return on investment if you pay for an optimization firm that ends up getting your site banned from the major directories.
Conclusion
Again, many of the above tactics may temporarily increase your page rankings, but for the reasons mentioned, few are a good idea to do. It is not a case in which the end justifies the means. You don't want to have people visit your site because you tricked them into it by outwitting the search engines. You want them to visit because the content of your site is interesting and relevant to what they were looking for. That's the way you wnt to get the word out about your sites. As search engines increasingly grow wise to these unethical tactics, they will increasingly and rightfully penalize those webmasters that use them, so it is best -- as always -- to play by the rules and put in the time to gain traffic the right way.
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