We promise to use the highest standard of ethics when marketing businesses online. Unethical practices are everywhere on the web and with them come shallow promises of guaranteed top ranks and overnight success. The fact is that while some inefficiencies of the Google and/or Yahoo! ranking systems may exist, unethical practitioners forget two important lessons.

1. Google and Yahoo! are constantly, constantly, constantly optimizing their search engine software to more appropriately convey rankings of web sites by keywords. This means that while an trick may work for a while, eventually the major search engines will pick up on the trend and rework their algorithms to avoid the particular effort. What is more, once they identify unethical search rank practices, there are serious decreases in rank or even potential black-out from a particular keyword. These changes happen every so often and for a site built on gimmicks the consequences of these changes are often drastic.

2. In the long-term, both Google and Yahoo! seek search algorithms that rank web pages as closely as possible to the overall usefulness of these sites for particular keywords. Usefulness doesn't come from Google or Yahoo!, it comes from how effective the top ranked pages were to the searcher. In the end, the user is the most important person to consider when optimizing web pages, executing search marketing campaigns, and testing offers. The more useful, less frustrating and easier to use the web is, the more people will incorporate it into every question, comparison and purchase.

Honesty and Integrity on the web is a viable long-term strategy for success. To that end, Little City Advertising is committed to producing useful, clear and effective content without the need for trickery, gimmicks or ad schemes that annoy or frustrate the end user. We will work with any client who respects our commitment to ethical marketing online.

 

Matt Archer
Marketing Director