SEO companies provide a service to website owners. A Search Engine Optimization, SEO, & Internet Marketing Company helps optimize the site so that it is more likely to be shown higher in search engines results page. They do that in two ways. First, they optimize the on page code and content. Second, they help build incoming links from other sites to your site.
The first is known as on-page SEO. It involves streamlining the code so the search engines can more easily access the text content. A good example can be seen at Market Pro Media in there home page. It also tries to place the text content higher up in the source code order and adding the proper amount of keywords in the content. The longer the content, the better. It ensures that you are using proper title tags, header tags, and alt tags. All of these measures improve user experience as well as improve search engine ranking.
The second area is known as off-page SEO. It is well known that Google value websites that have a lot of high-quality inbound links from the authoritative and respected sites. SEO companies help you find these valuable incoming links. They will persuade these authoritative websites to try to link to your site and will sometimes judiciously pay them for a link that they deem as valuable. The judgment of the SEO company is important because buying excellent links from certain selected websites may be acceptable — as long as that link is embedded within relevant content from a page of the same subject matter and if that is the only way to obtain that valuable link. But other than that, buying links is not a good idea. And certainly buying links from a link farm or a website that specifically sells links would be a bad idea.
This kind of judgment call cannot be automated. It must be done by an experienced SEO company and is very time-consuming.
That is why you should never sign up for a company that states that they would get you thousands of links for a few dollars. If they can’t do it that cheaply, then it must be an automated process that will get you lots of link from low-quality websites. This is not a good idea. The quality of the incoming link is more important than the quantity.
White Hat versus Black Hat Techniques
You do not want a company that employs black hat techniques such as spamming, cloaking, and so on. First of all, it is unethical. And second of all, it doesn’t work.
Since it is not likely that an SEO company would ever advertise themselves as “black hat”, finding an SEO company can be difficult. They all say they use ethical techniques, and they all say they will generate results.
It is difficult to know which SEO companies follows best practices. And it is difficult to judge their performance, especially when many of the tasks they perform are beyond the technical expertise of most website owners. Therefore, our best advice would be to get recommendations from people in the field who have used or have experience with a particular SEO company.