Recently, I received a LinkedIn invite from an online publisher who openly admits she is a black hat SEO expert who never gets caught. Wow! Now that’s bold. And foolish; for two reasons: one, for believing that she is smart enough to never get caught and two, for trying to earn business and build relationships with folks like me by admitting to doing things the wrong way. It’s like a car mechanic telling you that you’ll have the best looking car at the lowest price but that they will use the cheapest parts and bad workmanship. You may have great car, but will it really last the test of time? I don’t think so.
It’s the same with search engines, especially Google. Organic SEO is what is expected, desired and rewarded—both by Google and by your target audience. SEO ‘quacks’ like the one who sent me a LinkedIn invite only talk about how they can bring hordes of traffic to your site, explode your network of online connections and generate leads worth millions of dollars. ‘Traffic’, ‘connections’ and ‘leads’ mean nothing unless there is mutual benefit for the parties between whom the online content sharing takes place. When there is true value created by the content marketer and the receiver / user, then there is the well-founded start of a business relationship being nurtured.
This process of lead nurturing may or may not lead to conversion, revenue and profits, but what it will do is build a strong, positive brand presence for your company. The payoff from that type of ethical, professional, organic online marketing and SEO is unmatched by anything that these so-called SEO gurus and wizards can or have delivered.
LinkedIn Is An Effective B2B Social Media Tool…When Used the Right Way
Let’s also take a moment here to review basic LinkedIn etiquette. It is simply inappropriate to send out mass broadcasts on LinkedIn with the goal of growing your connections. Reflect on this quote from The Thank You Economy by Gary Vaynerchuk: “When given the choice, people will always spend their time around people they like. When it’s expedient and practical, they’d also rather do business with and buy stuff from people they like. And now, they can.” That first step of getting people to like you is critical. If you are not relevant, have nothing of value to offer in terms of content and resort to pushy, always-in-your-face sales tactics, you will turn people off. When they don’t like you, they will not do business with you.
Don’t pay heed to crafty LinkedIn invites, emails from SEO spammers and PPC ads that promise you the SEO sun, moon and the stars! Black hat SEO will only do your business damage, and often, the kind of damage that is expensive and impossible to repair. Learn to do SEO the right way.
Attend our SEO Training classes or call us at 214-550-4310 to schedule a complimentary 20-minute introductory phone meeting.