Some of the unethical (black hat) tactics that are being used are
doorway pages, hidden keywords on pages, linking networks to artificially improve link popularity and duplicate websites.

These tactics are created for the purpose of tricking the search engines and they may produce short-term results but eventually will come back to haunt you. Search engines are smart, they know people are trying to trick them to get higher rankings. That is why they are constantly changing their algorithms.

If your website is doing something that is considered black hat or even in the gray area, do yourself a favor and fix it. If an SEO company you are considering is proposing to use one or more of these tactics, run don't walk away from them and find someone who can truly help your business in the long run. Using such tactics will ultimately result in your web site being banished from the search engines.

Avoid black hat tactics...
Beware of an SEO firm that guarantees top-ten results for a certain keyword or phrase, often you'll learn that only a few people have queried that term in one year. Such a guarantee is worthless, it will add no value at all to your bottom line. The flip side is an SEO firm that actually delivers results on difficult keywords. While it's appealing and exciting watch out! Enter into the ‘dark side’ of SEO, where black-hat search engine ranking techniques are seductive on the surface. Avoid using firms using "Black Hat" Tactics a “black hat” SEO firm that uses single-IP advertising networks, cloaking software, or link-farms that negatively affect your ranking may achieve positive results but they'll be short-term and could result in your website being blacklisted by the search engines.

There are many horror stories about “black hat” search engine optimization methods that have gotten web-sites banned from the search engines. Still marketers continue to be captivated by the temptation of quick results and instant traffic. One “black-hat” search engine analyst known for selling instant results on difficult keywords. Claimed he profits when his clients are banned from search engines because he uses this as an opportunity to convince the clients to purchase a new domain then begin the process over again.

To be certain you don't fall prey Make sure your firm adopts the SEO code of ethics. It is better to simply optimize the website correctly the first time based on timeless search engine parameters: good content and good website structure. At Zeus Design we comply with and support this SEO Code of Ethics.

How to choose an SEO firm.
Make sure they know your strategy. The SEO firm you choose needs to have exceptional knowledge of your market strategy to use it to generate a productive strategic online SEO plan. You don't need to know which keyword phrases are most popular rather you need to know which keyword phrases are the most popular in your field with zero websites competing for that keyword phrase. This requires lateral thinking as well as the ability to think about your business model while researching your keywords. It also requires a superior ability to recognize behavioral trends as they apply to your business and an excellent set of tools.

You want an SEO firm that will become an advocate for your product or service. You don't want to hire an impersonal media buyer or an agency that already has a template-procedure for your specific market. Stock answers are inappropriate for long term natural optimization. Just a template is insufficient. Template solutions make no allowance for keywords and strategies that are unique to your business. This kind of thinking can become extremely costly and is common place in agency environments. Guaranteed, search engine marketing companies that cannot customize for your unique business model will end up costing you money over the long term.

SEO marketing firms tend to be resellers and you will discover that you needed more from them. There is more to strategic marketing than a good website and top ranking for useless keywords. Avoid at all cost Order-Takers, any SEO firm accepts your suggested keyword list without researching their effectiveness,run don't walk to the nearest exit!.

Unfortunately a lot of SEO firms couldn't care less what you're selling or to whom you're selling. All they want a list of search terms even when these keywords are useless. Fact is, if your SEO firm will accept a list of keywords you bring to them before researching their effectiveness, fire them. If you want find out where an SEO firm stands try this quick test ask them if they'll include your list of 500 keywords. If they agree run away fast!

Be skeptical of any SEO firm claiming to have special relationships with specific search engines, then guarantees your website will have a top ranking position within the most popular search engines. Beware of SEO companies that don't supply you with specific information.

In closing beware of an SEO service that is secretive about what they do, they should be avoided at all cost. It is highly likely they may use unscrupulous SEO "black hat" tactics which could result in your website being banned by search engines. Google states; "If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed entirely from Google's index. Ultimately, you are responsible for the actions of any companies you hire, so it's best to be sure you know exactly how they intend to "help" you." Google.com