How Do Ethics Impact Search Engine Optimization?

There are several items to consider regarding ethics and SEO. These are critical items as they will usually directly translate into how a company does business with it's customers, so working with partners with similar standards is always the best idea.

1. Attempting to CHEAT in order to receive high search engine rankings. - Perhaps the most common question a Search Engine Optimization Professional hears from a new prospect looking for a short cut has something to do with "hiding text" in order to get better results quickly. While there are those out there that are constantly looking to remain one step ahead of the search engines by finding ways to "game" the system, that practice has a very high risk proposition.
2. Taking advantage of those desperate for Search Engine Optimization - The most unfortunate side of the SEO business has to do with companies "selling services" that are perhaps part of an optimization strategy, without full disclosure of the other items needed for true Search Engine Optimization. Many are looking to reduce Pay Per Click (PPC) expenses and just throw money away on poor SEO products or services. Generally, the biggest victims are the ones most interested in just paying for SEO without really having to get involved in the process.
3. Failure to provide Search Engine Optimization improvement demonstration prior to collecting all fees. - While an upfront payment should be expected for any services, including SEO, it seems logical that a final payment should be due only upon some level of performance demonstration. While there really is no "guarantee" for a #1 Ranking or getting on the first page per se, it should certainly be possible to establish some metrics before hand and then provide proof of improvement prior to receiving final payment.
4. An honest assessment of a websites SEO. - Unfortunately, most websites are just not developed with a proper SEO strategy. Search Engine Optimization is not required to build a functional website and in many cases SEO gets in the way of the really slick website designs. Many site owners are so "in love" with the site that they do not receive honest feedback on what it will take to really have an optimized site. This certainly happens when those selling "link building" promise a site owner better results without having to change the site design at all. While the link building will likely have benefits to SEO efforts as a whole, the cost efficiency could be disastrous to achieve the same results as some minor site changes that would cost much less. With all the facts on the table, a site owner can certainly decide to spend on link building instead of altering a site for design reasons. However, not being provided with the necessary information to make this decision is clearly not an ethical strategy.
5. Full Disclosure of Search Engine Optimization activities. - While SEO is certainly in high demand and something that should be well worth the investment if done properly, there really should be no reason for a professional to "hide" the SEO being implemented. There should not be any "trade secrets" that must be protected and hidden from the site owner. A step by step breakdown of all the activities to be performed should be mandatory and provided to the site owner before any activity commences. Otherwise, the site owner could be the unfortunate victim of item #1. Failure to provide (and receive) this information could also be an indication of price gauging (#2)

While considering all of the pitfalls, perhaps the best strategy is to make sure the SEO Company or Consultant will be open and honest when discussing Search Engine Optimization.

Search Engine Optimization is Understandable

You do not have to feel overwhelmed when trying to optimize your website for search engines. The process is, in fact, very simple. It is not easy, but it should always make sense.

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