Search Engine Optimisation (SEO) should constantly be carried out in an ethical way so that the Search Engine Placement of the client website will be on the first page of a set of organic search engine results. These results will in general come after a list of sponsored sites that are relevant to the search keyword(s) used.

The process by which a search engine, e.g. Google, understands which web sites are pertinent to the keyword(s) submitted for search, is by having previously indexed the pages and stored the results in a database. Thus by looking through the index for the keyword(s) a fast reply is assured, normally in less than a second.
The search engines use a program to do the indexing, known as a robot or spider, and these robots have been produced and refined to make out unethical practices that they find on web pages, which they may well then leave out from the database. In some cases the web site may be excluded in it’s entirety.

The robot values the web pages by several metrics: The amount of times a keyword is listed on a page, and the amount of times independent sites link to the page.

For clients operating Online Marketing services, it is important that their web sites are long running as they may well sustain a lot of other clients.

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical exercise of repeating a keyword lots of times in a web page, usually by using text that is the same colour as the backdrop so that it won’t be viewed by a searcher but will be identified by the robot.
This can also be done for keywords in Meta tags in the html head of the web page coding.
Ethical Practice:
Ethical techniques concentrate on what the user experience will be, so the page text should be significant to the page title and the page title should replicate the link that was used to reach it, as well as the actual content. Content should be cautiously written in good English with no spelling or grammatical mistakes, and should emphasise the product or service that the page is concerning. Keywords should be part of the typical flow of text and repeated only as often as reasonable reading allows. For keywords in Meta tags a unique list of keywords should be used.

Links to the page:
Unethical Practice:
An unethical optimizer may create what are known as Doorway Pages, where the text is probably just keyword stuffing and a link to the supported web site.
Ethical Practice:
The ethical method is to create meaningful pages that can be read by a user and have links to the client site.

If looking for a Search Engine Optimization Company, ascertain which methods they use before committing yourself to their services.

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