Does an Ethical Online Business Make a Successful Online Business?

July 23, 2009 · Posted in Guest Blogger, search engine optimisation

This is a guest post from Ann Donnelly of O’Mahony Donnelly E-Business Development who are IIA Members based in Clonakilty, Co. Cork

This week there was a big buzz online about an article posted on Tech Crunch “The Time Has Come To Regulate Search Engine Marketing And SEO”. In the opinion of the anonymous guest author: “Due to Google’s dominance — and the fact that it controls such an enormous amount of consumer behavior through paid and organic search listings – the company in essence governs commerce on the web.” This is a topic that has come up time and again over the past few years in webmaster forums and search industry conferences, but in many cases the complaint comes from those that are looking for short cuts to get results through search engines or those that are focusing on one aspect of online marketing success instead of developing a full, well rounded online marketing plan.

A small number of these people are using techniques that some would consider unethical to promote their own websites, or are using these techniques to provide such services to others. Some are using ethical techniques, but using dishonest or hard sell marketing to promote their services. This sort of behaviour happens across all industries (we all trust used car salesmen, right?), but in our industry the consumer is particularly vulnerable, as he often feels he doesn’t have the technical knowledge and doesn’t listen to his own common sense – and there is such an enormous amount of bad advice out there.

It may sound harsh, but those people that have knowingly chosen these methods will probably laugh at what I am saying here and will continue in the same manner, full throttle, and may get very rich from it. On the other hand, I have met a number of people in the industry that honestly feel that these are legitimate methods and don’t see that they are limiting the type of results they will get from their businesses. Why do I care about these people? Their behaviour causes consumers to distrust the industry as a whole. A customer that has had a bad experience shopping online will avoid shopping online again. A business that has gotten poor results with their website because the web developer they chose was inexperienced, will just feel that online marketing won’t work at all for them.

There are also a large number of young men and women, as well as those recently made redundant, that are starting up their own businesses and are looking to those of us already established in the industry for guidance on the way to go with this.

It’s up to each business owner to decide what sort of methods he will use. Do you want to sign on a large number of customers that will use your services once or over a short period of time or do you want to develop longer term relationships built on old fashioned, good service and hard work?

If you choose the first method and are tricking people into signing up for your services, not providing good value and are not getting results for your customers the bad news will get around quickly enough and you may end up out of business. This is especially true with so many people using social networking web sites. News of bad service travels much faster than good reviews.

Are you providing the best products and services? If not, are you providing better value for what you do? Do your customers fully understand what they are getting for their money? Take a look at your business and see if you can develop a business model that’s good for your customers as well as for yourself.

Let’s go back to “Big, Bad Google”. They state on their Corporate Overview page: “Google’s mission is to organize the world’s information and make it universally accessible and useful.” They do this by providing “an easy-to-use free service that usually returns relevant results in a fraction of a second.” Looking just at the search side of Google’s businesses the changes they have made over the years have all focused on returning “relevant results” not because they are really nice guys, but because that is what makes people come back to use the Google search engine again and again. Focusing on this has brought about the “dominance” that is resented by their competitors and search marketing professionals that are looking for short cuts to success.

This resentment is even stronger now that Google AdWords have brought financial success as well. Google has made their products and services easy to use, with full documentation and helpful videos. They now have staff speaking at most industry conferences and using social networking tools to more fully communicate and assist users of all of their products.

This shows the importance of setting the right mission statement for your business and, once you have done this, maintaining your focus on that mission to bring best results for your business. What do you want to achieve in your business? Are you looking to just make a living or are you looking for greater satisfaction in helping others achieve their business goals; or do you need to be the best (in number of sales, awards, publicity)? Are you looking to build up your business to a point where you can sell it on to another bigger business? Your goals are going to be based on the type of products/services as well as what your personal needs are. I am not judging any of these goals, just saying that it’s important to define them and remain focused.

By developing the best mix of products and services with the right pricing structure you then have a business that is financially viable and, hopefully, lucrative with a base of happy, loyal customers (as well as happy, loyal suppliers) that are with you for the long term and referring you to their friends and colleagues – working with you to build a successful business that is around for the long term. Just have a look at “10 Things Google Has Found to Be True”.

Ann Donnelly has her own blog with News and Views on SEO, Web Development, Online Marketing and the internet in general — and maybe some other posts on business and life itself.

Her business O’Mahony Donnelly E-Business Development specialises in Search Engine Placement &
Offering a full line of Online Marketing Services:
- Web Design & Development
- Shopping Carts & Payment Processing
- Search Engine Placement
- Email Marketing
- AdWords Campaign Management
- Social Networking (Blogs, Forums, etc.)
- Online Customer Service

Tags: ethics, google, online business, search, search engine optimization, SEO

Comments

24 Responses to “Does an Ethical Online Business Make a Successful Online Business?”

Brendan Lally on July 27th, 2009 5:15 pm

Ann,

I think the biggest issue for most ‘coming onto the Internet’ is the “Bigness” of it all and the “where do I start” scenario.

Hence that initial consulting (or whoever is guiding) is key for them getting off on a good footing. That ‘baby step’ and how their initial ‘intro’ is received (customers and otherwise) will often dictate their trust going forward (as regards what works/not, what advice to follow etc..)

So for most SME’s they will follow their web ‘expert’ advice until they get contradictory advice or unexpected results. Most will be ignorant of whats possible.

So your main point: Google, SEO etc.. they don’t really care as long as they get results for their efforts/cost.

My 2c
Brendan
Pharmaceutical Consultants on July 29th, 2009 10:45 pm

It’ s a very interesting question you pose, the answer to which I’m not entirely sure of…the list of 10 things Google has found to be true is priceless…excellent post!
Ester Schuhe on August 3rd, 2009 2:25 pm

The principles stated in this post seem to me the good old principles of every business, th at is not only trying to advertise something but be careful that what you advertise is really what you offer. Otherwise the customer will notice that it´s all hat and no trousers..
However, for Internet-based businesses or business whose survival depends also from their website (almost all nowadays) there´s a further competent to consider. To be visible in Google, even if one is offering good, quality product or service, some are disposed to do or to let do some dirty work in online marketing. In most cases the user will never know..
Company Formations agent UK on August 5th, 2009 3:32 pm

I think that starting off with a good ethical approach is the best one, you may not “sucker in” as many people, but the repeat business as a result of the customer satisfaction, is worth its weight in gold. That’s what i advise my clients.
Water ionizer on August 13th, 2009 4:27 am

Hi,

Thanks for the information, just found this post my technorati news feed section! I was searching for this since past 3 months and i am glad to see it here. Thanking you much

Martin
successful online businesses on August 19th, 2009 11:20 am

Thanks for the excellent post and sharing your views and opinions on making a successful online business. This particular post seems to be very relevant, especially for new business owners and for those who are on their way on making a new online business. I think that success cannot be achieved with shortcuts or by any other unethical methods. A long and firm relationship with customers can be maintain only by providing them unique products and the best services. So adopting ethical measures in business will surely help in establishing a successful business.
Daniel Gerber on August 20th, 2009 5:49 pm

There are no doubts that Ethical Online Business helps to succeed in Online Business. Quite a good and interesting post.
Tabatha Hayes on December 7th, 2009 2:52 pm

It’s very hard to start an online business especially now that there are so many competitors. It’s very hard to think of something that would hit. It takes time for you to get to the top. I think ethical approach would be a great help for new online business.
Winston Dublin Hotels on December 8th, 2009 6:25 am

Interesting! This post gave me a whole bunch of ideas on how to manage my business online, the name, the tags..everything on it. I think, it is always a requirement in business to have things clean and honest, it does not only attract and retains customers, but in the long run it builds your name. Thank you for this.
Susie Buzvin on December 9th, 2009 7:41 am

this is one question i myself wanna know how. why how? because if one can prove thet there is such thing as successful online business throught ethical online busness, then there is indeed steps that can teach people how to be successful online through ethical online business…. do have the ways how?
Home Based Business Online on December 21st, 2009 7:23 pm

Interesting post! I think the key to success in online business is to promote only high quality products and establish a good relationship with your customers. I think that if you cheat you will eventually lose your credibility, so I’m totally pro ethical online business!
Stefan Schuhe on December 25th, 2009 2:41 pm

Interesting article. I think for a business that has a clean slate it is very hard to compete against the business competition unless you and the quality of your business are really well known in public. But if the competitors use “dirty tricks” to develope their business they usually have a lead over you (in costs/efficience/…). So this a spiral – if you don’t want to be the last, you also have to use those tricks. It is very hard to break this spiral – only if you have a lot of money to get through the time and hope that customers will at one day learn to appreciate your quality. But the thing is that with the price war between the e-commerce companies you really have to legitimate your higher price with your quality and that would be very hard to do (in online business, where the customer loyalty is very low).
Schuhe on January 4th, 2010 2:05 pm

“Do you want to sign on a large number of customers that will use your services once or over a short period of time or do you want to develop longer term relationships built on old fashioned, good service and hard work?”

I think everyone would prefer the second option because if you have long-term customer it´s always good.
But if you offer only one product for example you´ll try to get as many unique customers as fast as you can
So the question is not as easy to answer as it seems…
Hochzeitsbands on January 6th, 2010 2:29 pm

I will start now a new online business. I think with good ideas and creativity it is possible to keep up with the competitors and make good money online.
Arkadaslik Evlilik on January 8th, 2010 11:07 am

It’s very hard to start an online business especially now that there are so many competitors.
Alexander bestellen on January 25th, 2010 11:58 am

I wouldnt say that ethical business equals succesful business. while there might be various examples of a that (even in online business) the general rule is the more rules you break and the more people you screw over the more success you’ll have. but maybe that’s just me being cynical. nice post anyway..
Becca Redfield on February 16th, 2010 10:31 am

ethical approach is very important? it is very important that we practice it because it is needed in the business world.
BB1 on March 3rd, 2010 6:49 am

Thats right, Evlilik!!
But I think, there are many ideas in the www, to make money!!
Greetz
fecabook on April 19th, 2010 8:28 am

Thats right, BB1!

2 many ideas!

greetz
Johannes Barbour on May 1st, 2010 11:14 am

every business putting the customer first will prosper. Part of that philosophy is used by any ethical business, since ethical/green products provide good feelings to most buyers. Unfortunately customers do not see, whats done in the back-office of any business, may it be online or offline. Ethical behaviour may be hard to monitor in many areas, marketing is just one of them for online businesses, the disposal of waste or corrupt procurement might be correspondants for offliners.
Telefonmann on May 18th, 2010 5:11 pm

If you have an innovativ idea and stick to your thoughts – it doesnt matter if its ethical or not -it will be successful!
Corsten Schuhe on June 3rd, 2010 12:28 am

thats pure customer improvement.

thanks Lares
Carla on July 13th, 2010 7:51 am

Thanks Ann for looking at the online business from an ethical point of view!

You have said, that this issue has been discussed at so many forums and conferences up to now, but I still think, there are some countries in Europe, where the online business is booming, as well, but some guys have never heard before that their methods might not be “ethically correct”.

I also had many experiences when I told friends how this business is actually working. Most of them were suprised, but no one said, that they have some ethical doubts.
Darren Hallinan (Emarketer) on July 27th, 2010 12:15 am

Its all marketing, and its all hard work. . Ethical or not. in my opinion if your going to put effort in driving traffic do it the right way, its as hard! very good post by the way.