Search engine optimization (SEO) falls in 3 types, white hat, grey hat and black hat. Most small to medium companies that seek SEO services are using shady services or grey hat. It is not easy to gain good spot in google ranking by following strictly on white hat method which means following 100% Google’s webmaster guidelines. However, there are some big companies prefers to use ethical or white hat SEO technique to preserve brand name. We can optimize our onsite to a certain extend only in terms of SEO. Most of the other benefits contributed by offsite SEO which is mainly concentrated in back links.
Google strictly requested webmasters to include rel=”nofollow” tag on all paid links. It will help Google to differentiate paid links from organic links to be used in their search ranking. Google also publicly declared that nofollow links will not have any effect on page rank or SERP ranking in Google search engine. If you have installed any analytic tools that helps you monitor referred traffic sources. Most traffic referred from search engine would be Google, not Yahoo or Bing. This also shows that Google have conquered search business industry, but how to get good ranking with paid links that have nofollow tags.
That is why most SEO providers are forced to provide shady SEO services. That involves buying links with dofollow attribute. It is not ethical in Google Webmaster guidelines view, but it is the only available way to get quality dofollow back links from high authority sites. Methods used to regain to spot in Google search engine is depending on link builder’s attitude. Building organic links without paying like article directories, directory submission, guest post, forum post, blog comments, etc might take more time to compete with shady link builders that involves purchasing links without nofollow attribute. The trend towards shady SEO services more likely to grow compared to white hat method. As a buyer in SEO service, you should set clear point of your preference at the beginning phase.