It's an inevitability in this business that search engine marketing firms will have to clean up pre-existing websites. It can actually be a major part of the business to fix bad SEO on pre-existing sites. It's also a major headache. In many cases, it's just easier to design a new site, but that's not always what's being asked for.
Bad SEO comes in two basic forms. The first is simply sloppy webpage design. The page isn't getting ranked, and rightly so. Keyword placement doesn't exist, there's no good content, things are badly arranged, navigation is abysmal-the list goes on.
This kind of bad SEO can be fixed by anything ranging from a simple rearranging of elements, to keyword placement in the meta description, to a complete overhaul. New graphics may need to be selected, while new fonts and text colors may also be needed.
Often enough, it isn't a major issue to fix this kind of bad SEO. One could almost chuckle at how bad it is, as if a 13-year-old did it in his basement. A few corrections here and there, and voila! The website is back up and running.
There is another kind of bad SEO that we are often called to fix. This is the intentionally bad, or "black hat" variety. Usually, a company will call for it to be fixed if they get banned from the search engines. Again, there is a certain naivet' apparent in the original design. However, this can be much more difficult to clean up.
First of all, black hat techniques are often a nightmare to remove from the HTML text. One example of this is that the bad SEO often involves keyword stuffing. That is, they will place an image reference in the text and assign it multiple keywords. This is repeated for several, if not all of the images and other elements. These keywords can be difficult to remove, as they often will place them in a random order, making searching through the text to find them more difficult.
Another example of intentionally bad SEO is gateway pages. These are webpages loaded with keywords that open and close immediately before seeing the actual page you're looking for. These are much easier to deal with than keyword stuffing. These pages can be deleted from the site wholesale with minimal effort.
Redirect hijacking is yet another nasty trick in the bad SEO game. Basically, the idea behind it is to yank a visitor from a different, more highly ranked site to your page. This can cost the company in terms of traffic, and can certainly get them banned if discovered. This is another slightly difficult element to remove from a bad website.
If you discover that your website has had bad SEO used on it, you pretty much have no recourse but to hire a qualified search engine optimization company to clean it up. The alternative is to completely trash the website, but that may mean losing a great deal of content.
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