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• What Is Ethical SEO & Why Does It Matter ?

  7 mai 2024, par Erin

  Do you want to generate more revenue ?

  Then, you need to ensure you have a steady stream of traffic flowing to your site.

  Search engines like Google, Bing and Yahoo are powerful mediums you can use to scale your business.

  Search engine optimisation (SEO) is the process of creating search engine-friendly content to draw in traffic to your website. But, if you aren’t careful, you could be crossing the line of ethical SEO into unethical SEO.

  In this article, we break down what ethical SEO is, why it’s important in business and how you can implement effective SEO into your business while remaining ethical.

  Let’s begin.

  What is ethical SEO ?

  Since the early days of the internet and search engines, business owners and marketers have tried using all kinds of SEO tactics to rank atop the search engines for relevant keywords.

  The problem ?

  Some of these practices are ethical, while others aren’t.

  What exactly is ethical SEO ?

  It’s the practice of optimising your website’s rankings in search engines by following search engine guidelines and prioritising user experience.

  

  Ethical SEO is also referred to as “white hat SEO.”

  On the other hand, businesses that break search engine rules and guidelines to “hack” their way to the top with faulty and questionable practices use unethical SEO, or “black hat SEO.”

  Ethical SEO aims to achieve higher rankings in search engines through sustainable, legitimate and fair methods.

  Black hat, or unethical SEO, aims to manipulate or “game” the system with deceptive strategies to bypass the search engine’s guidelines to rank higher.

  The two core branches of ethical SEO include :

  1. Strategies that align with search engine guidelines.
  2. Accessibility to broad audiences.

  Some examples of ethical SEO principles include :

  • Natural link building
  • Compliance with search engine guidelines
  • Establishing great user experiences
  • Creating reader-focused content

  By sticking to the right guidelines and implementing proper SEO practices, businesses can establish ethical SEO to generate more traffic and grow their brands.

  8 ethical SEO practices to implement

  If you want to grow your organic search traffic, then there’s no doubt you’ll need to have some SEO knowledge.

  While there are dozens of ways to “game” SEO, it’s best to stick to proven, ethical SEO techniques to improve your rankings.

  Stick to these best practices to increase your rankings in the search engine results pages (SERPs), increase organic traffic and improve your website conversions.

  

  1. Crafting high-quality content

  The most important piece of any ethical SEO strategy is content.

  Forget about rankings, keywords and links for a second.

  Step back and think about why people go to Google, Bing and Yahoo in the first place.

  They’re there looking for information. They have a question they need answered. That’s where you can come in and give them the answer they want. 

  How ? In the form of content.

  The best long-term ethical SEO strategy is to create the highest-quality content possible. Crafting high-quality content should be where you focus 90% of your SEO efforts.

  2. Following search engine guidelines

  Once you’ve got a solid content creation strategy, where you’re producing in-depth, quality content, you need to ensure you’re following the guidelines and rules put in place by the major search engines.

  This means you need to stay compliant with the best practices and guidelines laid out by the top search engines.

  If you fail to follow these rules, you could be penalised, your content could be downgraded or removed from search engines, and you could even have your entire website flagged, impacting your entire organic search traffic from your site.

  You need to ensure you align with the guidelines so you’re set up for long-term success with your SEO.

  3. Conducting keyword research and optimisation

  Now that we’ve covered content and guidelines, let’s talk about the technical stuff, starting with keywords.

  In the early days of SEO (late 90s), just about anyone could rank a web page high by stuffing keywords all over the page.

  While those black hat techniques used to work to “game” the system, it doesn’t work like that anymore. Google and other major search engines have much more advanced algorithms that can detect keyword stuffing and manipulation.

  Keywords are still a major part of a successful SEO strategy. You can ethically incorporate keywords into your content (and you should) if you want to rank higher. 

  Your main goal with your content is to match it with the search intent. So, incorporating keywords should come naturally throughout your content. If you try to stuff in unnecessary keywords or use spammy techniques, you may not even rank at all and could harm your website’s rankings.

  4. Incorporating natural link building

  After you’ve covered content and keywords, it’s time to dive into links. Backlinks are any links that point back to your website from another website.

  These are a crucial part of the SEO pie. Without them, it’s hard to rank high on Google. They work well because they tell Google your web page or website has authority on a subject matter.

  But you could be penalised if you try to manipulate backlinks by purchasing them or spamming them from other websites.

  Instead, you should aim to draw in natural backlinks by creating content that attracts them.

  How ? There are several options :

  • Content marketing
  • Email outreach
  • Brand mentions
  • Public relations
  • Ethical guest posting

  Get involved in other people’s communities. Get on podcasts. Write guest posts. Connect with other brands. Provide value in your niche and create content worth linking to.

  5. Respecting the intellectual property of other brands

  Content creation is moving at lightspeed in the creator economy and social media era. For better or for worse, content is going viral every day. People share content, place their spin on it, revise it, optimise it, and spread it around the internet.

  Unfortunately, this means the content is sometimes shared without the owner’s permission. Content is one form of intellectual property (IP). 

  If you share copyrighted material, you could face legal consequences.

  6. Ensuring transparency

  Transparency is one of the pillars of ethical marketing.

  If you’re running the SEO in your company or an agency, you should always explain the SEO strategies and tactics you’re implementing to your stakeholders.

  It’s best to lean on transparency and honesty to ensure your team knows you’re running operations ethically.

  7. Implementing a great user experience

  The final pillar of ethical SEO practices is offering a great user experience on your website.

  Major search engines like Google are favouring user experience more and more every year. This means knowing how to track and analyse website metrics like page load times, time on page, pageviews, media plays and event tracking.

  8. Use an ethical web analytics solution

  Last but certainly not least. Tracking your website visitors ethically is key to maintaining SEO ethics.

  You can do this by using an ethical web analytics solution like Matomo, Plausible or Fathom. All three are committed to respecting user privacy and offer ethical tracking of visitors.

  We’re a bit biassed towards Matomo, of course, but for good reasons.

  Matomo offers accurate, unsampled data along with advanced features like heatmaps, session recording, and A/B testing. These features enhance user experience and support ethical SEO practices by providing insights into user behaviour, helping optimise content. 

  Try Matomo for Free

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  6 unethical SEO practices to avoid

  Now that we’ve covered the ethical SEO best practices let’s talk about what kind of unethical SEO practices you want to avoid.

  Remember, SEO isn’t as easy to manipulate as it once was 20 years ago.

  Algorithms are much more sophisticated now, and search engines are getting better at detecting fraudulent, scammy or unethical SEO practices every year.

  Avoid these eight unethical SEO practices to ensure you can rank high in the long term :

  

  1. Keyword stuffing

  Keyword stuffing is probably the most common unethical SEO practice. This is where someone deliberately stuffs keywords onto a page to manipulate the search engines to rank a web page higher.

  Where this is unethical isn’t always easy to detect, but in some cases, it is. It comes down to whether it’s relevant and natural or intentionally stuffing.

  2. Cloaking

  Cloaking is another unethical SEO practice where someone manipulates the information search engines see on their website.

  For example, someone may show search engines one web page on their website, but when someone clicks on it in Google, they can direct someone to a completely different page. They do this by detecting the incoming request from the user agent and presenting different content.

  3. Deceiving functionality

  Another way companies are unethically implementing SEO tactics is by deceiving people with misleading information. For example, a website may claim to provide a free resource or directory but may intentionally lead visitors to paid products.

  4. Fraudulent redirects

  Another way to deceive or mislead searchers is by creating fraudulent redirects. A redirect is a way to take someone to a different web page when they click on another one. Redirects can be useful if a page is broken or outdated. However, they can be used to deceptively take someone to a website they didn’t intend to view.

  5. Negative SEO

  Negative SEO is the intentional attempt to harm a competitor’s search engine rankings through unethical tactics.

  These tactics include duplicating their content or generating spammy links by creating low quality or irrelevant backlinks to their site.

  6. Hidden text

  Placing hidden text on a website typically has one purpose : keyword stuffing.

  Instead of making it visible to users reading the content, websites will place invisible text or text that’s hard to read on a website to try to rank the content higher and manipulate the search engines.

  3 reasons you need to implement ethical SEO

  So, why should you ensure you only implement ethical SEO in your organic traffic strategy ?

  It’s not just about what’s morally right or wrong. Implementing ethical SEO is the smartest long-term marketing strategy :

  1. Better long-term SEO

  Search engine optimisation is about implementing the “right” tactics to get your website to rank higher.

  The funny thing is many people are trying to get quick fixes by manipulating search engines to see results now.

  However, the ones who implement shady tactics and “hacks” to game the system almost always end up losing their rankings in the long term. 

  The best long-term SEO strategy is to do things ethically. Create content that helps people. Make higher quality content than your competitors. If you do those two things right, you’ll have better search traffic for years.

  2. Great brand reputation

  Not only is ethical SEO a great way to get long-term results, but it’s also a good way to maintain a solid brand reputation.

  Reputation management is a crucial aspect of SEO. All it takes is one bad incident, and your SEO could be negatively impacted.

  3. Lower chance of penalties

  If you play by the rules, you have a lower risk of being penalised by Google.

  The reality is that Google owns the search engine, not you. While we can benefit from the traffic generation of major search engines, you could lose all your rankings if you break their guidelines.

  Track SEO data ethically with Matomo

  Ethical SEO is all about :

  • Serving your audience
  • Getting better traffic in the long run

  If you fail to follow ethical SEO practices, you could be de-ranked or have your reputation on the line.

  However, if you implement ethical SEO, you could reap the rewards of a sustainable marketing strategy that helps you grow your traffic correctly and increase conversions in the long term.

  If you’re ready to start implementing ethical SEO, you need to ensure you depend on an ethical web analytics solution like Matomo.

  Unlike other web analytics solutions, Matomo prioritises user privacy, maintains transparent, ethical data collection practices, and does not sell user data to advertisers. Matomo provides 100% data ownership, ensuring that your data remains yours to own and control.

  As the leading privacy-friendly web analytics solution globally, trusted by over 1 million websites, Matomo ensures :

  • Accurate data without data sampling for confident insights and better results
  • Privacy-friendly and GDPR-compliant web analytics
  • Open-source access for transparency and creating a custom solution tailored to your needs

  Try Matomo free for 21-days. No credit card required.

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• Adding C64 SID Music

  1er novembre 2012, par Multimedia Mike — General

  I have been working on adding support for SID files — the music format for the Commodore 64 — to the game music website for awhile. I feel a bit out of my element since I’m not that familiar with the C64. But why should I let that slow me down ? Allow me to go through the steps I have previously outlined in order to make this happen.

  
  
  

  I need to know what picture should represent the system in the search results page. The foregoing picture should be fine, but I’m getting way ahead of myself.

  Phase 1 is finding adequate player software. The most venerable contender in this arena is libsidplay, or so I first thought. It turns out that there’s libsidplay (originally hosted at Geocities, apparently, and no longer on the net) and also libsidplay2. Both are kind of old (libsidplay2 was last updated in 2004). I tried to compile libsidplay2 and the C++ didn’t agree with current version of g++.

  However, a recent effort named libsidplayfp is carrying on the SID emulation tradition. It works rather well, notwithstanding the fact that compiling the entire library has a habit of apparently hanging the Linux VM where I develop this stuff.

  Phase 2 is to develop a testbench app around the playback library. With the help of the libsidplayfp library maintainers, I accomplished this. The testbench app consistently requires about 15% of a single core of a fairly powerful Core i7. So I look forward to recommendations that I port that playback library to pure JavaScript.

  Phase 3 is plug into the web player. I haven’t worked on this yet. I’m confident that this will work since phase 2 worked (plus, I have a plan to combine phases 2 and 3).

  One interesting issue that has arisen is that proper operation of libsidplayfp requires that 3 C64 ROM files be present (the, ahem, KERNAL, BASIC interpreter, and character generator). While these are copyrighted ROMs, they are easily obtainable on the internet. The goal of my project is to eliminate as much friction as possible for enjoying these old tunes. To that end, I will just bake the ROM files directly into the player.

  Phase 4 is collecting a SID song corpus. This is the simplest part of the whole process thanks to the remarkable curation efforts of the High Voltage SID Collection (HVSC). Anyone can download a giant archive of every known SID file. So that’s a done deal.

  Or is it ? One small issue is that I was hoping that the first iteration of my game music website would focus on, well, game music. There is a lot of music in the HVSC that are original compositions or come from demos. The way that the archive is organized makes it difficult to automatically discern whether a particular SID file comes from a game or not.

  Phase 5 is munging the metadata. The good news here is that the files have the metadata built in. The not-so-great news is that there isn’t quite as much as I might like. Each file is tagged with title, author, and publisher/copyright. If there is more than one song in a file, they all have the same metadata. Fortunately, if I can import them all into my game music database, there is an opportunity to add a lot more metadata.

  Further, there is no play length metadata for these files. This means I will need to set each to a default length like 2 minutes and do something like I did before in order to automatically determine if any songs terminate sooner.

  Oddly, the issue I’m most concerned about is character encoding. This is the first project for which I’m making certain that I understand character encoding since I can’t reasonably get away with assuming that everything is ASCII. So far, based on the random sampling of SID files I have checked, there is a good chance of encountering metadata strings with characters that are not in the lower ASCII set. From what I have observed, these characters map to Unicode code points. So I finally get to learn about manipulating strings in such a way that it preserves the character encoding. At the very least, I need Python to rip the strings out of the binary SID files and make sure the Unicode remains intact while being inserted into an SQLite3 database.

• Grand Unified Theory of Compact Disc

  1er février 2013, par Multimedia Mike — General

  This is something I started writing about a decade ago (and I almost certainly have some of it wrong), back when compact discs still had a fair amount of relevance. Back around 2002, after a few years investigating multimedia technology, I took an interest in compact discs of all sorts. Even though there may seem to be a wide range of CD types, I generally found that they’re all fundamentally the same. I thought I would finally publishing something, incomplete though it may be.

  Physical Perspective
  There are a lot of ways to look at a compact disc. First, there’s the physical format, where a laser detects where pits/grooves have disturbed the smooth surface (a.k.a. lands). A lot of technical descriptions claim that these lands and pits on a CD correspond to ones and zeros. That’s not actually true, but you have to decide what level of abstraction you care about, and that abstraction is good enough if you only care about the discs from a software perspective.

  Grand Unified Theory (Software Perspective)
  Looking at a disc from a software perspective, I have generally found it useful to view a CD as a combination of a 2 main components :

  • table of contents (TOC)
  • a long string of sectors, each of which is 2352 bytes long

  I like to believe that’s pretty much all there is to it. All of the information on a CD is stored as a string of sectors that might be chopped up into a series of anywhere from 1-99 individual tracks. The exact sector locations where these individual tracks begin are defined in the TOC.

  Audio CDs (CD-DA / Red Book)
  The initial purpose for the compact disc was to store digital audio. The strange sector size of 2352 bytes is an artifact of this original charter. “CD quality audio”, as any multimedia nerd knows, is formally defined as stereo PCM samples that are each 16 bits wide and played at a frequency of 44100 Hz.
  

  (44100 audio frames / 1 second) * (2 samples / audio frame) * 
    (16 bits / 1 sample) * (1 byte / 8 bits) = 176,400 bytes / second
  (176,400 bytes / 1 second) / (2352 bytes / 1 sector) = 75
  

  75 is the number of sectors required to store a single second of CD-quality audio. A single sector stores 1/75th of a second, or a ‘frame’ of audio (though I think ‘frame’ gets tossed around at all levels when describing CD formats).

  The term “red book” is thrown around in relation to audio CDs. There is a series of rainbow books that define various optical disc standards and the red book describes audio CDs.

  Basic Data CD-ROMs (Mode 1 / Yellow Book)
  Somewhere along the line, someone decided that general digital information could be stored on these discs. Hence, the CD-ROM was born. The standard model above still applies– TOC and string of 2352-byte sectors. However, it’s generally only useful to have a single track on a CD-ROM. Thus, the TOC only lists a single track. That single track can easily span the entire disc (something that would be unusual for a typical audio CD).

  While the model is mostly the same, the most notable difference between and audio CD and a plain CD-ROM is that, while each sector is 2352 bytes long, only 2048 bytes are used to store actual data payload. The remaining bytes are used for synchronization and additional error detection/correction.

  At least, the foregoing is true for mode 1 / form 1 CD-ROMs (which are the most common). “Mode 1″ CD-ROMs are defined by a publication called the yellow book. There is also mode 1 / form 2. This forgoes the additional error detection and correction afforded by form 1 and dedicates 2336 of the 2352 sector bytes to the data payload.

  CD-ROM XA (Mode 2 / Green Book)
  From a software perspective, these are similar to mode 1 CD-ROMs. There are also 2 forms here. The first form gives a 2048-byte data payload while the second form yields a 2324-byte data payload.

  Video CD (VCD / White Book)
  These are CD-ROM XA discs that carry MPEG-1 video and audio data.

  Photo CD (Beige Book)
  This is something I have never personally dealt with. But it’s supposed to conform to the CD-ROM XA standard and probably fits into my model. It seems to date back to early in the CD-ROM era when CDs were particularly cost prohibitive.

  Multisession CDs (Blue Book)
  Okay, I admit that this confuses me a bit. Multisession discs allow a user to burn multiple sessions to a single recordable disc. I.e., burn a lump of data, then burn another lump at a later time, and the final result will look like all the lumps were recorded as the same big lump. I remember this being incredibly useful and cost effective back when recordable CDs cost around US$10 each (vs. being able to buy a spindle of 100 CD-Rs for US$10 or less now). Studying the cdrom.h file for the Linux OS, I found a system call named CDROMMULTISESSION that returns the sector address of the start of the last session. If I were to hypothesize about how to make this fit into my model, I might guess that the TOC has some hint that the disc was recorded in multisession (which needs to be decided up front) and the CDROMMULTISESSION call is made to find the last session. Or it could be that a disc read initialization operation always leads off with the CDROMMULTISESSION query in order to determine this.

  I suppose I could figure out how to create a multisession disc with modern software, or possibly dig up a multisession disc from 15+ years ago, and then figure out how it should be read.

  CD-i
  This type puzzles my as well. I do have some CD-i discs and I thought that I could read them just fine (the last time I looked, which was many years ago). But my research for this blog post has me thinking that I might not have been seeing the entire picture when I first studied my CD-i samples. I was able to see some of the data, but sources indicate that only proper CD-i hardware is able to see all of the data on the disc (apparently, the TOC doesn’t show all of the sectors on disc).

  Hybrid CDs (Data + Audio)
  At some point, it became a notable selling point for an audio CD to have a data track with bonus features. Even more common (particularly in the early era of CD-ROMs) were computer and console games that used the first track of a disc for all the game code and assets and the remaining tracks for beautifully rendered game audio that could also be enjoyed outside the game. Same model : TOC points to the various tracks and also makes notes about which ones are data and which are audio.

  There seems to be 2 distinct things described above. One type is the mixed mode CD which generally has the data in the first track and the audio in tracks 2..n. Then there is the enhanced CD, which apparently used multisession recording and put the data at the end. I think that the reasoning for this is that most audio CD player hardware would only read tracks from the first session and would have no way to see the data track. This was a positive thing. By contrast, when placing a mixed-mode CD into an audio player, the data track would be rendered as nonsense noise.

  Subchannels
  There’s at least one small detail that my model ignores : subchannels. CDs can encode bits of data in subchannels in sectors. This is used for things like CD-Text and CD-G. I may need to revisit this.

  In Summary
  There’s still a lot of ground to cover, like how those sectors might be formatted to show something useful (e.g., filesystems), and how the model applies to other types of optical discs. Sounds like something for another post.