I frequent many S.E.O and Web Promoting forums on a daily basis and every so often there is a argument about the S.E.O industry and ethics. After being involved in a considerable number of these debates, it is actually obvious that the main issues are the facts that no two SEO companies are alike and there is no unified system. It's especially tough to make statements about the industry as a whole because it’s debatable what precisely ‘SEO ‘ is. Mix in the undeniable fact that most SEO corporations keep their method and campaign strategies secret and we have a situation where every company is completely different with very different results.

I don't believe it is fair to characterize the industry as a whole without understanding what's wrong with it and how S.E.O firms can triumph over it. So how precisely do we figure out what is bad and good about the industry? I have now had an involvement with the Web for over 10 years and, in particular, with the SEO industry for almost 4 years and I've seen the inner workings of major S.E.O firms and worked with clients who'd been burned by their prior S.E.O campaigns. Mixed with many Web postings and forum discussions talking about identical elementary issues, I have assembled a catalogue of the most typical issues.

Problem 1: Accountability for Results
Answer 1: Motivation Based Pricing

Problem 2: Dishonorable Optimization
Answer 2: Ethical Optimisation

Basic Guidelines of Moral Optimization

Any campaign that does not abide by the following rules is dealing in unethical optimization systems and should be avoided.
1.) What the user sees and what the search website sees should be precisely the same. Do not hide anything.
2.) Your keywords (and the ensuing optimization) should precisely reflect the content of the page.Keywords should always reflect what your website is about.
3.) Do not build out pages exclusively for search engines. The site must deal with both audiences (users and search engines). Catering to only users is why optimization is obligatory. Catering only to search engines is optimisation gone too far into blackhat.
4.) Do not participate in manipulative inbound linking schemes like link farms, bulk links, triangle linking, or any other bent manipulation of your Google PageRank or link authority. Inwards bound links should have relevancy to the content of your site and you should usually know who is linking to you and where your links come from.

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