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by Andy Williams on 31st December 2010
Online businesses employing SEO experts should make sure their marketing efforts are improving their reputation with internet users.
Search Engine Land commentator Andrew Shotland explained that it is possible for poorly-run link building and social media marketing to reflect badly on a company if it is has been conducted in the wrong way.
He said organisations that are concerned about this should talk with their SEO consultants to ensure campaigns are being run to a high standard and nothing that will result in penalties from search engines is being done.
Mr Shotland stated that tactics such as buying links and comment spamming may result in short-term gains, but will be costly in terms of reputation over time.
Earlier this month, his fellow Search Engine Land commentator Julie Joyce said it is important not to take a "kneejerk" approach to link building as more consistent strategies will have an improved effect over time.