In business, the rare topic that marketers talked about is corporate social responsibility. This refers to the ability of the company to help people in need within its society. It does not only pertain to charity and giving of free products/services to people but also a unique way of approaching people to deal with their concerns about your business activities.
Corporate social responsibility (CSR) and ethics go hand in hand. When social responsibility is discussed, we also pertain to the morality and ethics of people. Several arguments, views and attitudes are aligned in this topic including Machiavellianism. Machiavellianism is defined as:
The issue that describes an individual that has an immoral reputation for dealing with others to accomplish his/her own objectives and for manipulating others for his/her own purpose.
This view is the same as what online marketers referred to as “Black Hat SEO”. There are a lot of reasons why SEO individuals and even business firms prefer to use “Machiavellianistic way of SEO” rather than the white hat or the ethical way of ranking high in Google. Here are the reasons why marketers use this unethical way of SEO:
- It can be a shortcut towards getting a fresh content and putting keywords on a site to drive up on page rankings.
- A fast way of building links and guaranteed fast return from SEO campaign.
- This is less expensive compared to white hat strategy since you don’t have to depend on content and analytics of your site.
- A simple way to implement strategy because you don’t need PPC and other advertising campaigns to promote your website.
How can you know if you are using Machiavellianism in SEO?
If you don’t do an analysis today to determine whether you are using black hat or not, it would affect your website sooner or later. Definitely, it will be penalized by Google when it sees that you are doing the following tactics:
- Keyword Stuffing. This happens when you place your keyword several times in content you made.
- Hidden Text. Making the color of the text similar to the color of the background.
- Cloacking. The method of presenting different information to the search engines that a human visitor would notice.
- Duplicate Sites. The simple approach of creating a copy of one’s site and promoting it; hoping that it would rank higher than the original page.
You can check out this fun article by Jason Acidre on how a marketer can sabotage a competitor’s site.
How to fix Machiavellianistic SEO problems?
If you are a marketer who uses white hat for your website or your clients’ websites, you need to know exactly whether you are affected by black hat SEO problems or not. Your competitors can attack your website without you noticing it. So it is very important for you to remove them as soon as possible. Here are two blog posts that can you help you prevent negative SEO on your website:
You can also watch this video by GoogleTechTalks on how can end user protect themselves from negative or Machiavellianistic SEO.
In the above video, you’ll learn three tools you can use to protect your website from Negative SEO.
- Antivirus: <25% detection rate
- Google Safebrowsing
- Search Engine Security (Zscaler)
There is no guarantee that your website is 100 percent protected by from negative attacks. However, through these tools, you lessen the chance of having listed on Google as a penalized website.
How to turn Machiavellianistic SEO into a White Hat Approach?
Marketers have been using spam techniques to rank high in search engines for years. As a result, their websites get penalized and banned by Google for a long period of time. And maybe you have been listed as a questionable website. Don’t worry! You still have a chance to turn every bad effort to good ones. Follow these 2 ways on how to turn your black hat tactic to an ethical way of getting links.
Blog spamming to useful blog commenting
The spam part of getting links through blog commenting makes it a black hat technique. If you want to turn it into something useful, why not add a new tip/value on the blog post? Do not comment because you want to get a high PR Do Follow link. Rather, make “building relationships” and “providing value” your reasons of commenting on a blog post.
I’d like to share this old post by SEOmoz about comment marketing.
Mass article submission to quality guest posting
Submitting to several and irrelevant article submission sites can affect how Google sees your content. Often, marketers use article submission tools to see quick results with their marketing strategy. This tactic only creates a bad impression on your website because you are producing bad and duplicate articles or blog posts.
How to change this machiavelllinastic technique? You remove the blackhat part of mass articles submission. Then replace it with one of the effective link building tactics like Guest Posting. SEO experts say that guest posting will still remain effective even if hundreds of Google updates had passed. Why? Because doing this technique gives your website a good impression – a brand that provides value to readers, one that builds relationships with other bloggers in the community and one that is loved by search users.
Ethical SEO techniques take a long time to see results in search engines. As you do them consistently, you make sure that you’re not only getting links but you also build relationships with other industry leaders, increase conversion on your website and make it a famous brand.
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