Search Engine Spam? You're Fired!
clickz.com"Sponsored by Google" P.J. Fusco writes about her experiences with outsourcing SEM listing 3 broad categories of spamming but states that "When I discover an SEM firm practices questionable SEM tactics, there's only one thing to do: Fire it" whatever the level of transgression.
To put right the situation if she is "called upon to resuscitate a site that's been banned by a major search engine, I hire a reputable SEM firm experienced in reinstating wayward Web sites.
It takes a great deal of begging and groveling to get a site back into a major search engine's good graces. I must lay prostrate and bare the company's soul before the search engine that did the banning. Proper penance usually requires the assistance of a trusted expert outside the company to affirm the site has cast off its demons.
Meanwhile, I fire the SEM firm that got the site banned in the first place (of course). I complete due diligence before I confront the wayward SEM firm with a timeline of the facts. I seek legal advice, if necessary, to break any and all contracts with the firm. And I work with legal counsel to pursue damages against the rogue SEM firm."
Her next column will advise on how to "avoid hiring an SEM firm that employs questionable strategies".
Danny Sullivan posts at searchenginewatch.com blog "Firing a firm that went aggressive with the search engines after they told you they would, or because you told them to do so, doesn't make much sense. You shouldn't have hired them in the first place!"
But not all firms are 100% honest about their techniques nor are all hirers of SEM firms as savvy as he is. Surely if SEM purchasers were they wouldnt be hiring surely nor would in-house SEM's commit search spam transgressions.
posted by Jen @ 9:01 AM
<< Home