Many Australian business owners were being ripped off in droves by “digital marketing experts”, who really had no idea what they were doing.
Digital marketing scams have been around since the beginning of search engines. They date back to the days when SEO was still in its infancy and there were many unscrupulous people trying to make a quick buck by selling black hat strategies and SEO tricks that worked well at the time but are not considering ethical today. However, some of these unethical practices do still take place.
Today, it is hard to find a website or web page that has not used some form of SEO scam. In fact, the problem has become so prevalent that it has almost become acceptable for unscrupulous SEOers to target certain types of websites or even specific keywords to increase their profits. If you want to avoid being scammed, then be prepared to do some research into some of the most popular unethical SEO practices.
One of the most popular ways that SEO scammers work is by using white hat SEO methods. These methods generally adhere to search engine guidelines and do not use black hat tricks such as keyword stuffing, link farming, and spamming. However, they price they are charge can be in excess of 900% of what it actually costs them to do.
Does the SEO Industry Need Regulation?
Digital Marketing, especially Search Engine Optimisation (SEO), has become an important part of doing business online.
It is true that 90% SEO service agencies and operators globally are scams.
I love SEO because it allows small businesses to compete with big businesses. Good local SEO services can improve the playing field in Google Search, and when done well, it is one of the most cost-effective ways to promote products and services online.
SEO is an imprecise science that involves using hyperlinks, keywords, content, and other strategies to convince search engines like Google that your website is relevant to the people making your target search queries.
13 million Australians perform 6 million searches on Google every day so this really is a huge opportunity for business.
However, the lack of regulation in the industry has allowed self-proclaimed “marketing experts” and “SEO gurus” to flourish.
These dubious operators execute digital marketing scams that hurt the industry and make it harder for reputable SEO companies to break through the trust barrier with potential customers. Customers often come to me with an already highly suspicious mindset; everyone seems to be protecting themselves against being robbed.
That’s why, for the past year, we’ve been advocating better regulation among digital marketing providers in Australia. It has now reached the point where, we believe, something needs to be done to address the growing number of SEO complaints plaguing the industry.
Top 5 Signs Your SEO Marketing Agency is Dodgy
A dodgy SEO marketing agency can harm your business.
Aside from the money you could lose, bad marketing practices can also cost you in lost sales and customers.
To help you out, here are the top five signs that something is wrong with your SEO agency:
1. Unclear terms and conditions
It is important to clarify terms of engagement right from the start.
Spend some time to read and understand the T&Cs and be sure to ask questions about any contract provisions that you don’t understand.
2. Poor quality SEO reports
Aside from accountability, progress reports can also help you keep track of your marketing ROI.
Ask the SEO provider about the types of progress reports you’ll receive. These reports should be relevant to your business goals.
While SEOs cannot guarantee what rank you will ultimately achieve, you should receive reports containing the results of the strategies you have agreed upon.
Some strategies may not work for every industry, but your SEO agency should be proactive in keeping you in the loop and should always have an action plan.
Pro tip: ask the potential agency to provide you with sample reports so you can check how they are presented.
3. Lack of communication
Bad communication is a BIG ‘red flag’ for a poor SEO agency.
How can you expect results if the agency is not even promptly responding to your chats or emails?
You can be sure that this will get even worse once they have taken your money.
4. Little curiosity on how your business works
If an agency is not curious about your business (how it works, your target customers, your brand promise) any campaign is unlikely to work well.
A reliable digital agency will not present an SEO strategy without first studying your business.
SEO requires customised effort, every time. If the agency you are considering shows you what feels like a generic strategy, take your money and run.
5. No genuine SEO reviews or customer testimonials
Finally, ask for an agency portfolio containing previous client work, testimonials, and / or case studies.
If possible, ask for campaign results from another client in your industry.
See any client logos on the SEO provider’s website? Pick up the phone and call them. Most people are happy to impart their experience, good or bad.
Bad SEO tactics that will hurt your business
Buying Backlinks (Link Building Scams)
Another form of SEO SCAM is buying links. This is where an SEO expert buys links to improve his or her own ranking or to promote other sites. If a webmaster buys links, the search engines will not recognise that as legitimate content.
Instead, the search engines will see the links as attempts to manipulate the rankings of websites. These links can still be used, however, only with the proper disclaimer. For example, if the person is promoting a site for a business, then links from related websites are more likely to be accepted.
There are some SEO scams that work better than others. For example, some scammers will create websites that make outlandish claims, such as receiving thousands of visitors per day.
Although this may sound like an exaggeration, this type of SEO SCAM is actually quite common. In order to avoid these types of SEO scams, webmasters should research each SEO company carefully before making any payments.
If you are unsure of an SEO scam, you should note that there are plenty of legitimate ways to improve your rankings in search engines. Just because a site receives a high ranking does not mean that it is a good SEO company.
You need to do your research and only buy from reliable companies. Before you purchase links or white hat SEO, check to see if the company is using black hat tactics to raise their ranking. If so, they should not be trusted.
Internet Content Scams.
Another type of SEO scam that many businesses fall victim to is using invalid content. This basically means that the business owner makes up keywords and phrases that are often times searched for but never used by real people.
They then place these keywords and phrases on their website. However, the same people who view these sites will have no idea that they are listed. For example, the business owner could list “hot dogs” as a keyword and this would help their ranking in Google. However, this does not mean that anyone would be aware that the site is stuffed full of garbage.
One of the most common scams is for someone to submit articles and content that contain many keywords but does not provide quality content. Therefore, the rankings will be based solely on the amount of money that the SEO company is willing to pay for the articles.
Obviously, this is a complete waste of time. When it comes to SEO, only quality content with relevant keywords will help your ranking. Furthermore, if you see any content that has been submitted by an unethical person or group, then you should report them immediately.
In addition, when considering pay per click strategies, always make sure that the ad will not appear until and unless the marketer has made the necessary keyword selections.
The Guaranteed Rankings Scam.
Another one of the most common scams that many businesses fall victim to promises of guaranteed rankings and results. Before the internet became widely accessible, people had to rely on word of mouth and the newspapers for their information.
However, once the internet was introduced, everyone who wanted to do business online had to be honest. However, many people who promise guaranteed rankings do not deliver and therefore it is essential that anyone who wants to invest in SEO needs to be aware of what they are buying.
There are also tools available that allow anyone to check if they are getting a guaranteed ranking; therefore, it is vital that these are used as well.
Digital Marketing Scams.
There are a lot of digital marketing scams on the Internet that claim to make you hundreds or thousands of dollars in a short period of time without you doing any work. These are called get rich quick schemes and they have a very high failure rate.
These schemes typically require you to buy an educational course, download an eBook or software program, sign up for an auto-responder service or pay a fee to someone who will supposedly help you make money online. However, very few of them deliver on their promises.
A digital marketing scam often is an agency that doesn’t exist. In fact, there are only two real agencies: legitimate one and the fake one.
A digital marketing agency is an entity that acquires, develops and implements campaigns for clients. You don’t need to hire an agency if you want to work from home, but agencies are extremely popular because they can usually afford to pay their contractors more than you would.
When you hear about digital marketing scams, you may automatically think of spam. Spam is unsolicited email, but this isn’t what all digital marketing companies do.
Most agencies send you deals and promotions from legitimate companies and even provide lead generation services. You might not know it, but there’s a good chance that if you are receiving a lot of sales pitches, offers and emails from small businesses, they probably are coming from digital marketing companies.
There are many digital marketing scams out there because the Internet has opened the floodgates for anyone with a computer to start selling products and services online.
The rise of social media sites like Twitter and Facebook has also made it easy for anyone to create a webpage, enter data into advertising forms, and start making sales without putting up much effort. However, there are people out there who use the Internet to their advantage.
They know how to find customers, target them, and market to them. In this case, the people using the digital marketing industry to make sales are the ones who get paid.
If you encounter any digital marketing scams, don’t just write them off. Check their websites carefully and see if anything looks fishy. If the website looks incomplete, it’s probably a sign that you’re dealing with a small business that doesn’t have a web page.
Look for contact information; most businesses will give it to you immediately. The best way to find a legitimate company or individual is to ask around in your local community or use a search engine to look for reviews or comments on the business.
Remember, when it comes to digital marketing scams, always be suspicious. There are plenty of businesses that want to take advantage of those looking to make a little money online. But with careful research and a little due diligence, you should be able to avoid these scams altogether.
Freelance SEO Scams.
I’ve witnessed some the most common freelance scams that you ought to definitely avoid: . Charting at its core is the general type of freelance scams that you are likely to encounter.
This kind of freelance job is one that comes with a set price and you can expect to receive it once you complete an offer. When you’re hired, you are required to start work immediately. You cannot ask for a better salary and all the expenses that go with it. This is where the scam takes place.
The process by which this particular freelance scam works is quite easy. You will be required to complete an offer. The client will ask you to find out and provide certain information regarding their recent salary in order to offer you a reasonable fee.
This is where the scam starts. Once you complete the offer, the client will inform you that they need to send you a check immediately as there are problems with their previous client.
These fraudulent companies will usually send you a check for a very low fee. They will tell you that the problem has arisen due to your failure to pay the deadline payments.
When you attempt to cash out the check, they will make you aware that you are required to make immediate payment. This is where the red flags fly. Clients who are not able to pay through these types of freelancing work are easily trapped into believing that they have been cheated by a scam company.
Another common scam amongst this field is the platform pre-payment. This happens when the client is not able to complete the entire project within the stipulated time period given to them.
The client will then instruct you to complete it within a specific time frame or you will lose your payment as per the terms of service. Clients who want to work on a certain platform should ensure that they know how much they will be paid and how often they will be paid.
The best way to avoid these work-from-home scams is to ensure that you contact the person once you have agreed to a contract. This gives you a chance to clarify all the details and clarify if there is any fee payable.
If you are not satisfied with the service provided, then you can always walk away from the job. It is important to understand that there are freelance sites that are legitimate and work-from-home freelancers who are providing legitimate services. Therefore, it is better to avoid those gigs that do not meet your requirements.
Before you sign up with a freelance platform, be sure to test out their customer service and how friendly they are. If they are friendly and helpful, you can go on to work with them. Avoiding these freelance scams is very easy once you are aware of the signs. Once you test out the platform and the services of the company, you will be able to find ones that are best for you.
Freelance Gigs. Fiverr.com
SEO scams are not uncommon on freelancing platforms. The scam is similar to that of other online gigs: you post your gig, wait for responses and then try to sell them a product or service when you have plenty of customers already. Unlike most gigs, though, Fiverr scams prey upon people who don’t know any better. They are usually for beginners looking for a quick way to make some money. That’s why Fiverr gigs are so popular among neophytes: they are easy to scam.
Very little gigs on Fiverr.com are legitimate. Watch out for the bad ones. They will destroy your website reputation and empty your pockets. Worst of all. The company of more than aware of the scams however they continue to promote them even after being reported. (research, investigation was conducted)
The most common Fiverr scams are ones where the person behind the gig does not give you personal information before you agree to purchase the service. If they want you to pay for an SEO package but won’t give you personal information until you’ve sent them money, that’s probably a scam, too.
If a Fiverr seller requests that you put money up front for some kind of service or product and won’t let you leave until you’ve done so, that’s probably a scam as well. If you’re ever asked for your social security number, credit card number, or any other sensitive personal information, it’s likely that you’re going to be scammed.
If you encounter Fiverr scams when looking for a Fiverr gig, the best thing to do is report the gig to the community manager and wait for the resolution.
Fiverr has an internal team that monitors the community and responds to reports of scams quickly. If the gig specifically asks for sensitive information such as social security numbers or credit card numbers, it’s usually best to avoid that seller altogether. Most sellers with negative feedback have been reported to have deleted their Fiverr gigs and deleted their social media profiles.
If you find that someone has created bad or spammed backlinks pointing directly to your website you can ask Google directly not to count them as a ranking considering through using Googles disavow tool.
Top SEO Scam Countries
The top 3 countries for SEO scams are:
- India
- Pakistan
- USA
My own recent study has placed India and Pakistan at the forefront of the burgeoning industry of Search Engine Optimization (SEO) scams.
The study has raised serious concerns about the proliferation of fraudulent SEO practices emanating from these two South Asian nations.
Using PBN Links (Private Blog Networks)
If you’re involved in internet marketing, or you’ve been working on your marketing skills, you’ll know about Private Blog Networks (also called Blogger Networks).
You may even have heard of some of the most popular PBNs around. But what exactly is a PBN and how does it work? In this article I’m going to give an overview of what a Private Blog Network is and how it works, so that you’ll be better informed when considering joining one.
A private blog network is simply a group of blogs used to build backlinks to a particular website, so as to increase the number of search engine hits, thereby increasing the chances of them being ranked highly by the search engines.
Backlinks are particularly important in determining a website’s rankings in major search engines like Google. So, there’s a lot at stake if you want to rank highly for any keyword.
The two main ways in which this can be achieved in the SEO world are through building up links to your site and through having an extremely large number of relevant and popular blogs amongst the target audience for your product or service.
So, if you want to gain the maximum benefit from your PBN, you should join a private blog network that has a thriving blogging community.
There are many different ways in which to build up your backlink network. You can purchase links directly from other webmasters who have chosen to sell their links to you. This is often seen as the more effective option because you can choose to buy from only those sites which are relevant to your own niche.
Also, you can decide to become a member of an established SEO group, which will often be affiliated with a large, well respected domain name registration company – these groups are great because they often provide a high degree of structure and value for money spent.
However, there are advantages and disadvantages associated with both options. If you decide to go down the SEO path, you’ll need to spend a lot of time and effort creating new content and ensuring that it is rich in relevant keywords.
It’s also worth noting that search engine optimization is not a guaranteed success and can often be a prolonged process. However, it can bring you significant benefits, such as improving your website rankings and bringing you more visitors.
If you’re looking to do things manually, you can use a high quality keyword release program to create articles and link them to your PBN. However, there are many problems with this approach.
Firstly, there’s no guarantee that the articles you write are actually high quality. They may contain all manner of poor grammar and spelling mistakes. They may also include poor quality content that won’t help your website’s rankings at all.
Ultimately, it comes down to which option is best for you. Do you want to promote your PBN sites through high quality PPC services? Or do you prefer to work only with authoritative websites?
If you want to rank highly for the specific key phrases or phrase/keywords you use, then authoritative websites will likely be your best option.
If you’re prepared to spend a few hours every week, you can easily rank well within a month’s time – although it may take longer to get a high quality PBN registered with the major private blog networks, some of which do offer high quality PBN registration for free.
The major disavantage of using a PBN.
1. Many PBN sites breach Google’s policies and guidelines.
2. They can cause your site to be penalised for using un-natual links.
3. Many PBNs are designed to manipulate search engine rankings therefore not a long term marketing stratagy.
Other types of common SEO and digital marketing scams.
Although they are widely present in just about any field of business, digital marketing scams seem to be particularly popular among newer entrants to the field. The only sure-fire way to avoid these scams is to become at least slightly familiar with the techniques being employed to trick unwary new targets into parting with their cash.
This includes everything from email phishing to sweepstakes scams and even link building. A comprehensive look at all the available tactics will help you stay safe from the many scams out there.
Digital marketing itself has no formal standard of scrupulousness, except for the less-ethical tactics mentioned above. While there are a few reputable consultants who offer their services as digital marketing consultancies, it is usually best to stick to using your own judgment and do your homework before entering into any agreements.
It is best to avoid being tied down by the whims of other business owners who have ties to the Internet and its myriad marketing schemes. Look for well-established SEO firms who are known for offering honest advice and standards of workmanship when considering a digital marketing consultant. Ask friends and relatives for recommendations of businesses, you may want to work with.
Fake SEO metrics scams. Domain Authority
These are one of the worst offenders in our option. A website will be used to sell links with a certain domain authority score. However, the domain authority score is fake. The site uses worthless redirection notices hack the DA score of measured results.
You might also be thinking you a buying a DA 50 however the site you buy this from has zero real links and the DA is closer to zero.
One of the worst offending services promoting these scams we found is linksmanagement.com with over 80% of their inventory all fake and manipulated MOZ DA scores
Email phishing
Email phishing is one of the most common digital marketing scams. An email sent to a target’s inbox purporting to be an important update or offer can be viewed multiple times by the recipient before they respond.
Most of the time, this phishing tactic works. unsuspecting victims click on the bogus link, enter their personal information, and lose their money without even knowing it. Other digital marketers have been known to use a variety of techniques to get around the most effective online search engines for terms, which puts them behind on competition and makes it more likely that they’ll scam the unsuspecting consumer further.
Entertainment marketing scams.
Another common type of digital marketing scam occurs through so-called “entertainment marketing scams.” These are schemes in which an individual or group of individuals to sell products, services, or opportunities through a so-called direct selling firm.
A person new to the industry is susceptible to believing these kinds of companies because they don’t require a large investment of money or time before entering the field. However, pyramid schemes fall under FTC laws, so all entertainment marketing scams fall under this umbrella.
Social Media.
Social media buys are a relatively new digital marketing scams trend that promises quick riches from posting links to expensive products and services on popular social media platforms such as Facebook, Twitter, and MySpace.
A person seeking quick riches will join an organization that promises these “media buys” and then wonder why they haven’t made any money yet. While this strategy can work for real business success, it can also be a big waste of time, money, and energy, as people will become addicted to the promises of Facebook and twitter and become more desperate to make the purchases.
Other scams involved with social media include promising techniques for increasing Google ranking and driving traffic through various social media channels. While it is true that some SEO experts have been able to make their businesses successful through these tactics, the long term success still depends on implementing and using the correct tactics to generate high amounts of targeted website traffic.
By using traditional SEO methods alongside these social media solutions, an individual or business can find a much wider range of customers. Therefore, it is best to use an entire combination of both strategies instead of focusing on one alone.
The Proliferation Of SEO Scams – Updated – 2023
Businesses around the world are vying for top spots on search engine results pages (SERPs) to attract potential customers and drive growth. However, a concerning trend has emerged in the realm of Search Engine Optimization (SEO) that has left many businesses vulnerable to deceitful practices.
The proliferation of SEO scams is casting a long shadow over the industry, impacting not only unsuspecting clients but also the credibility of legitimate SEO professionals.
The SEO Landscape
SEO is the backbone of online success, with businesses relying on it to boost their rankings on popular search engines like Google. Ethical SEO practices involve a combination of strategies such as content optimization, keyword research, link building, and technical SEO. Legitimate SEO experts dedicate themselves to staying up-to-date with ever-evolving algorithms and guidelines set by search engines.
The Escalation of SEO Scams
Amid the genuine efforts to improve online visibility, the SEO industry has been infiltrated by unscrupulous actors offering empty promises and quick fixes. These scams take various forms, preying on the desire for immediate results:
- Guaranteed Rankings: SEO scammers often guarantee top positions on search engine results pages within an unrealistically short timeframe. In the world of SEO, such promises are often too good to be true.
- Link Farming: Scammers may offer bulk backlinks from low-quality or spammy websites. These backlinks can lead to penalties from search engines, ultimately damaging a website’s rankings.
- Content Manipulation: Some fraudsters employ tactics like content spinning or outright plagiarism, which can result in poor-quality content and harm a website’s credibility.
- Black-Hat Techniques: Unethical practices such as keyword stuffing, cloaking, and hidden text may be used, risking penalties from search engines and long-term damage to a website’s reputation.
The Widespread Consequences
The rise in SEO scams has far-reaching consequences:
- Reputation Erosion: SEO scams damage the reputation of the industry, making it difficult for legitimate professionals to gain the trust of potential clients.
- Wasted Resources: Businesses that fall victim to scam services lose not only money but also valuable time and opportunities to establish a strong online presence.
- Search Engine Penalties: Websites employing scammy SEO tactics may face severe penalties from search engines, leading to lower rankings or removal from SERPs altogether.
- Distrust: Those who have been burned by fraudulent SEO services may become skeptical of all SEO providers, hindering potential collaborations with genuine experts.
Safeguarding Against SEO Scams
To protect themselves from falling victim to SEO scams, businesses should take these precautionary measures:
- Research Thoroughly: Conduct in-depth research on SEO service providers, scrutinizing reviews, case studies, and references.
- Ask Questions: Seek transparency from SEO providers regarding their strategies and methods, avoiding those who promise instant results.
- Long-Term Perspective: Understand that legitimate SEO is an ongoing process, not a quick fix.
- Emphasize Ethical Practices: Choose SEO professionals who adhere to white-hat SEO principles and prioritize quality over shortcuts.
In conclusion, the proliferation of SEO scams represents a critical challenge to both businesses seeking to enhance their online presence and the credibility of the SEO industry itself.
Vigilance, informed decision-making, and collaboration with reputable SEO experts are essential steps in navigating this complex landscape. While a well-executed SEO strategy can lead to significant benefits, shortcuts and scams are unlikely to deliver the desired results and may have long-lasting consequences for businesses and their online credibility.
If you feel that you may have been the victim of a digital marketing or SEO scam in Australia you can contact the following resources for more information.
Scam Watch.
Home | Scamwatch
ACCC
Australian Competition and Consumer Commission (accc.gov.au)
Services Australia | Australian Government.
Scams and identity theft – How to know if it’s a scam – Services Australia
