It goes without saying that any organisation that hopes to survive and thrive in the modern business environment will need an online presence. Most companies will have their own website, but even businesses that have just started will be sure to have some sort of online presence, in the form of a profile on a social media; such as Facebook, Twitter, Google+, Instagram, LinkedIn, etc.
Sadly there is a little more to it than that, hence the importance of good SEO practices. It is not enough to simply posses a website and sign up to every social media outlet out there, anyone can do that and everyone does. When a lot of us talk about SEO we're talking about appealing to Google's search parameters, and believe us when we say that Google have established a very complex set of parameters; which thanks to regular updates – such as the upcoming 'Penguin 3' – are only becoming more stringent.
Undervaluing the benefit of good SEO can only ever be to the detriment of a business, but then so can going about it badly. Following White Hat SEO practices ensures that any work done on or for a site is going to see it into Google's good graces, which in turn will help it achieve a better SERP ranking. This is in contrast to what is known as Black Hat SEO which, whilst likely to get good results quickly, will eventually lead to the site being penalised to the point where none of the short-term benefits will have been worth it.
You may wonder why they care so much about what is displayed on their SERP, but what has to be remembered is that Google is a business, and like any business it wants to provide its customers with a quality service. When Black Hat SEO is carried out the goal is essentially to trick Google into thinking that a site appeals to more parameters than it actually does, and if this duplicity is discovered, or even suspected; well lets just say Google can be quite petty when it wants to be.
To learn about what SEO practices are safe to follow and which ones you ought to avoid, keep an eye out for our next blog '5 Top White Hat SEO Practices'.