The optimization of websites for searchengines has by now become big business. It is understandable that something like this does not stay undetected and that many, who normally work in completely different areas, want their piece of the pie. The fact of the matter is that approaches that work great in other areas of the Internet are completely impractical for SEO-work.

There are, for example, in the meantime a good many SEM-agencies who believe they can do SEO on the side. Similar to a former post-office teller trying to sell free Postbank-visa cards to the unsuspecting customer as part of an obscure cross-selling-strategy, these agencies will advertise cheap or free SEO besides the SEM. Well both start with “SE” and have something to do with searchengines ... right? Surely there are quite a few overlaps between both areas but to really be successful in either one, a completely different modus operandi is required. It is definitely not enough to let your employees read a few SEO-forums, books and blogs to proclaim afterwards that you are one of the leading SEO-agencies in Germany.

Another area that is increasingly on my bad side is the manner in which links for customers are bought. Of course there are a few topics for which little can be done without (massive) link-purchases. Though it is also clear that companies who are operating in those areas do not need a permanent purchase of external links but help on building up their own inhouse-SEO-process. When SEO-companies are out there mere advertising with low consulting-fees just to sell off their own networks links at huge profit margins at a later time, then I am reminded more of gray and unethical kickback-practices in the finance sector than of consultations with the best for the customer in mind. Now that Google has started to take actions not only against those selling links but also against those buying them (!), it is possible that such proceedings might not only cost the customer their money but also, worst case scenario, has the chance to cost them their sites reputation with Google.

But enough for this mornings rant ;-)