Each time a company undertakes a research engine optimization program, whether it's performed in-house or outsourced to an SEO service, all of the attention (and rightly so) is dedicated to the company website. This is actually the one aspect where there's an atmosphere of control--once an internet site is released in to the wild, the company will have to observe its site fares against the rest of the websites on the market, whether another sites are using ethical SEO tactics or not.
Besides changes designed to the business website, the assumption is frequently that the business and, if it's using one, its SEO service, has zero control over what appears browsing engine results. However, this isn't usually the case. Often, you or your SEO service can have a direct effect on internet search engine results by monitoring your competitors and reporting them to the major search engines once the SEO techniques utilized on their site fall outside what is popularly referred to as ethical SEO. (Please note that while I think that the term "ethical" is tossed around too often, "ethical SEO" has transformed into the standard phrase to spell it out white hat techniques, and so it is the phrase I personally use through the article.)
In the first place, let's define competitors. Virtually every company has at the very least a small number of other individuals so it considers to be primary seo company competitors--the ones that sell the exact same products and services, that are of similar size, and so on. It is essential that the SEO efforts (or lack thereof) of the competitors, whether they're using ethical SEO techniques or not, be monitored on a routine basis. If they've not hired an SEO service of their own, or if they have not started doing SEO in-house at all, you could have peace of mind knowing that the use of this channel, for as soon as, is yours. If your competitors begin an SEO campaign, with or with no outside SEO service, you can learn much about their sales and marketing tactics by evaluating the keyphrases which they target. And you may also investigate whether they're using ethical SEO practices in their campaign.
It's crucial that you remember it is unlikely that searchers are going to decide only between you and the principal competitors you've listed. They will consider any company that matches their particular needs and that turns up for his or her search term. This is why your criteria for a competitor online should broaden to encompass any company that gives products or services like yours that outranks you for all of your targeted keyphrases. If your in-house staff or your SEO service not just continually monitors your search engine positions but in addition analyzes the firms that appear above you searching results, you are able to often identify forward-looking competitors that you were previously unaware--your primary competitors of tomorrow.
This brings us to the main element dilemma of ethical SEO. Search engine optimization is still an extremely new concept to most companies. Even the absolute most respected companies can make mistakes in this arena, either by choosing the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people. Like, BMW's German site was recently removed temporarily from the Google index for using doorway pages--something that's not considered a moral SEO practice. It stands to reason that the competitors are also not immune to violations. You can find very notable types of otherwise smart and established companies hiring an SEO service that put them in a worse situation than before they pursued SEO--by getting their site removed from major search engines for violating the engine's terms of service, for example. Soon ago, there was a well-publicized example where all the clients of a Las Vegas SEO service were penalized. Almost all of the clients claimed that they certainly were not informed that the firm wasn't practicing ethical SEO and that these were therefore at risk.