The challenges of results-based search engine optimisation

Did you know that results-based search engine optimisation may have been implemented with link farms and can damage your site's search engine discoverability?

Have you received an offer for performance-based search engine optimisation, where you only pay if your search engine ranking is high enough? It's a really nice idea, if only the service would stand up to closer scrutiny.

The problem with the service boils down to two things:

  1. What I really pay for
  2. The service has been produced in a way that may be harmful later

What you really pay for

Search engine optimisation the aim is to improve the search engine findability of the site and to attract visitors who are willing to buy, which will in time lead to orders, contacts, etc.

In order to achieve the desired benefits of search engine optimisation, the following should happen

  1. Ranking in search results must be high enough for the right keywords
  2. The search results link must be attractive enough and contain relevant information for the searcher to click on it
  3. The content of the website must be right, so that it meets the information needs of the applicant and guides them to do the things they want to do.

Front page search rankings are not of equal value to each other

One company that sells results-based search engine optimisation has a fee structure where you only pay if your site is found in Google's front page results for the agreed keywords. The principle is clear, but the benefit to the buyer is questionable, to say the least.

There are usually ten search results on the Google homepage. Of these, the first three attract the majority of organic clicks, while the links at the bottom receive hardly any attention. The customer pays the same price whether they are ranked number one or number ten.

Cheap and good SEO?

In search engine optimisation, you are usually paid for your work. The work includes keyword research, content structure and technical analysis of the site, possible conversion analysis, etc. Only then does the actual search engine optimisation work begin, the design, implementation and technical optimisation of the sitemap and content, and possibly a complete redesign of the site. If done well, the process will also take into account conversion optimisation and the development of the site's saleability.

This amount of work cannot be sold on a performance basis at a monthly price of a few hundred euros and be profitable for the author. So in results-based search engine optimisation, you are selling something quite different from the work.

Optimisation for a few words?

When a customer buys low-cost optimisation targeted at a few words, it means that the optimisation uses a very limited set of tools and seeks quick wins. However, search engine optimisation should seek sustainable solutions.

A well-executed optimisation will improve the searchability of the whole site for all products and services, although it may seek certain weightings in terms of word choices. The lack of proper keyword research may bias how searchability should be developed.

What's the harm in getting results for a cheap price?

The disadvantage of the service is not that it cannot produce results. The problems are more to do with,

  • do I really get value for money
  • how sustainable the implementation is
  • how the search engine deals with it (possible penalties)
  • what is the benefit of improving your investment with a few words

How results-based search engine optimisation is usually implemented

Results-based search engine optimisation is usually done by building links from other websites to the client's site. This is a very good and effective method. In this case, links are created to sites called link farms. These sites are created for search engine optimisation purposes only, i.e. their function is not to be found, but only to serve as linking platforms for results-based search engine optimisation.

A few paragraphs of content related to the keywords sold are created on the website and linked to the customer's page. Such links are seen by search engines as recommendations for the client's site and increase the value of the site in the eyes of the search engine, resulting in a higher ranking.

Disadvantages for the customer

Link farms are undesirable for the search engine because they distort search engine results. Links should be genuinely user-generated, directing visitors to good content and helping the search engine to judge the quality of sites. So in practice, link farms are cheating the search engines.

Search engine rankings obtained by cheating are not sustainable and search engines are constantly trying to clean up such sites or nullify the impact of link farms. If and when a fraudulent company is exposed to a search engine, the discoverability of the customer's website may be reduced.

Disadvantages of results-based black hat search engine optimisation

  • Constant charging for a few hours of work once done (which is certainly profitable for the vendor, by the way)
  • Being among the last links on the homepage is not worth the same as being in the top 3
  • Limited benefits from developing narrow discoverability
  • Possible search engine penalties if a scam is detected
  • Placement alone does not bring quality visitors - we are only at the first stage of delivering value

What is Black Hat SEO and White Hat SEO?

In search engine optimisation, we talk about Black Hat SEO tools. Black Hat methods refer to practices that are at least ethically questionable, or at least walk the line between what is allowed and what is not, but do not constitute criminal activity. In any case, they are contrary to the Google Webmaster Guidelines. There may be sanctions for using black hat methods. These methods may produce short-term results, but do not produce the long-term benefits sought in search engine optimisation.

White hat methods are search engine optimisation according to Google's rules (Webmasters). When search engine optimisation is done using White Hat techniques, there is no need to fear that a site will be penalised for violating Google's Webmasters rules. White Hat SEO usually produces long-term benefits.

Hacking also refers to Black Hat and White Hat methods, but this should not be confused with the corresponding terms used in search engine optimisation.

 A Black Hat hacker seeks to cause damage by interfering with or blocking the operation of systems, or to gain financially, for example by selling information stolen from information systems. Black hat hacking is therefore a criminal activity. 

White Hat hacking aims to identify weaknesses in systems and networks in order to develop ways to protect against Black Hat hacking. The aim is therefore to increase overall security.

Summary

If something sounds too good, that's probably what it is. At worst, performance-based search engine optimisation can be compared to that famous habit of warming your pants in sub-zero temperatures.

A lot of information on link farms can be found in the search engine and authorities in the field comment on the topic on the Scrollbar site. https://vierityspalkki.fi/2021/11/24/verkkosivustot-eivat-aina-kuole-joskus-ne-muuttuvat-zombie-sivustoiksi/

A while ago we came across a company that had been sold performance-based search engine optimisation and was supposed to replace Google Ads advertising. After a couple of months, the results were said to be very good and so the advertising is not worth continuing. This company selling regional consumer services had, with optimised keywords, gained two visitors to the site in three months through organic search. It takes a while to calculate the price per visitor. Based on a measurement with Search Console, this optimization company should have no basis for billing. I'm resting my suitcase.

Antti Kärki

Good digital marketing since 2003, but the humour gets worse every year. All in one package! Antti takes a broad view of marketing through the eyes of the client, the agency and the web analyst, but he is also keen to tackle individual issues. Antti's texts occasionally seek a little wake-up call, as the digital marketing industry has a lot of room for improvement.

  • antti.karki@digiteam.fi

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