Throughout search engine forums and newsletters all over the world, there’s plenty information about unethical companies who spam the search engines. It follows naturally how it’s important to make sure one hires ethical professionals, while outsourcing for search engine optimization. This is why we should always keep sight on the underlying motivations of SEO professionals, as opposed to spam artists. This is true in every industry, not just SEM. If the people in our industry can remember this when trying to create a SEM Company (and there are many factions trying to do this), it will go a lot smoother.

How does one handle prospective customers who think they know what’s best for their SEO strategies, as result of their misinformation. They’ll ask for something like “get me a proposal for 10 doorway domains” to enhance their website. They stubbornly refuse your advice to make modifications to their actual website, and they insist that you only work from the “fringes”.

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You know… the type of pages that will get retrieved by the search engines only, from a sitemap linked down low on the main home page. So, as visitors find one of the doorway pages through the search engines, they’re offered nothing but a chance to make redundant clicks before they’re allowed to access the actual website they’re looking for. Should you give the client a quote for this even though you know in your heart that it's not necessarily the best way to optimize their site? It’s not as if the compliance with such a task would necessarily be regarded as unethical. On the other side, you might have noticed how the actual website already includes a good deal of content? It would be much wiser to simply revise and adjust the already existing content to match the right keywords, that to create a pointless roster of doorway domains.

What I’d personally do if confronted with such customer – if I was unable to convince him to pursue the ideal strategy – would be asking him to take his business elsewhere. It’s not as if it’s pleasant to let such easy money go somewhere else. After all, that kind of task could be achieved using a Page Generator...that would be no effort at all, right? Without much effort, you could figure out a way to justify yourself. But the bottom line is that it's your job as a professional SEO to do what you know in your heart is right. If it means you don't get that particular job, then so be it.

If you keep your focus on preserving your expertise, there will be customers who appreciate that. Just the positive reputation you get from turning down an intransigent customer will be more than your money’s worth… literally. You can bank on it!

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