There are lot of firms claiming to be one of the best SEO Tools companies on the web. Of course, they can’t all be among the best — there’s just not that many groups offering SEO tools to a significant share of the market. The question for those people who want to make the most of their relationship with an SEO toolbuilder is simple: what makes one SEO cool company better than another?
To a degree, associating an SEO tool’s success with it’s builder is a mistake — or rather, it’s a mistake to assume that the success and utility of one tool will have anything at all to do with the success and utility of any other tool, even one from the same company. There’s reason to have all of your tools come from the same company when you could just as easily (and often more effectively) cherry-pick the best tools from each company.
That said, it’s also a mistake to think that just because a company does SEO tools, it’s all they do. In fact, many of the most effective SEO tool companies also make apps, websites, and other software for other areas of Internet marketing and Web development, from PPC to website marketing.
It’s actually fairly accurate to say that the best SEO tools companies do more than just SEO tools, because the same understanding that they use to make SEO tools also allows them to make software for a variety of other purposes. More importantly, making tools for other purposes expands their comprehension of both their own code and the principles behind the market they’re writing for.
SEO tools companies can, do, and should also make software for:
- Social media management
- Pay per click management
- Link building
- Web design
- Hosting
- Website marketing
- App production
- SEO Content production
- Content marketing
- And dozens of other related areas
All of this is true for one simple reason: SEO tools companies are first and foremost software developers. They may have a pretty solid grasp on the principles of SEO — in fact, in most cases, they have a better grasp on SEO than the average entry-level guy working at an SEO company — but their real art is software development, and they should practice it in any SEO-related area that presents itself.
Link building as a ‘right proper’ SEO practice is still being pushed by many companies around the world, but the best Search Engine Optimization companies agree with Google — or at least the opinion that Google seems to have given what Panda and Penguin have done to SEO — which is that link building is through.
Google has long maintained a weird relationship with the practice of link building. Originally they considered it white-hat, then they kind of informally shifted it into the grey-hat area, and today they consider it strictly black. If you artificially create a link — any link — for money, you’re violating the Internet’s Terms of Use as far as Google is concerned. Which is ridiculous, and they know it, but they have to maintain the illusion that the competition for the first few slots on their SERPs isn’t rigged by SEO companies.
Why? Because their claim has always been that the SERPs show users what they most want to see — not what some other company has engineered into position.
Fortunately, the best SEO companies out there know the secret to success under today’s Google laws: “all” you have to do is make your client the page that people want to see. That’s why SEO has become this strange agglutination of reputation management, advertising, social media, and so on — because the best optimization these days isn’t link building, it’s market positioning.
Of course, it’s silly to think that every new startup that hits the market has a unique position. There are hundreds of thousands of people out there whose business concept really is “do exactly what did, only later and in a more saturated market.” Those people shouldn’t ever be at the top of the SERPs, because really, who wants to see another clone of something they’ve already been offered elsewhere?
So what does an SEO company do with a client that clearly doesn’t deserve a spot in the SERPs? They build them a spot in the SERPs anyway — even if it means working with the company until they’ve solidified a position in their market that wasn’t what they expected at first. Just another thing on the long list of things the best SEO companies have to do.
If you haven’t heard of Panda and Penguin yet, you probably don’t know your SEO (that’s search engine optimization) from your BRB. But just in case, here’s the TWOL version: Panda and Penguin made website marketing harder by raising the bar. They raised the bar for content, penalizing websites with small amounts of content, websites with duplicated content, and websites with content that was more annoying to the end user than helpful (DO YOU HEAR ME, POPUP ADS?!?). They raised the bar for marketing by penalizing websites that engage in any number of “low-quality” or “spammy”.
One of the practices that was deemed “low-quality” with the Penguin update was link building. Link building was, at one point, considered perfectly fine by Google, but as the practice became ubiquitous to the point that people had robots roaming the web commenting meaninglessly on random blogs, the big G started taking a disliking to it.
Of course, that doesn’t mean that link building died — it just meant that the best link building companies had to find ways to make link building work even with Google’s strictures. There’s really two ways to go about it.
Honest Links
The first method is to create ‘honest’ links by posting guest posts, asking for links from site owners, and whipping the social media sphere into a frenzy over some share-worthy content. The honest method is expensive and can be quite time-consuming, but if you pay for it, you’ll build yourself a very solid position in the SERPs. The likelihood that you’ll ever feel the pain of a Google slap is slim to none.
Grey-hat Links
Many of the best link-building companies steadfastly refused to ‘go legit’, instead mastering several ways of evading Google’s detection. These companies build backlinks by using proxy servers to appear to come from different parts of the country or world; they post 24 hours a day so Google can’t set up a time profile for them. They build backlinks just like they used to, but they use a different name for every profile they create and they use an array of random anchor texts in order to give a natural appearance to their creations.
SEO Marketing | Kyle Johnson May 26, 2013 | 
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