Search Engine Optimisation is something that, if done by any means necessary, would mean people being left feeling manipulated, misled, and perhaps offended. It could also lead to laws being broken. That's why good SEO companies operate under a strict ethical code in order the achieve results for their customers without using their customers' names in anything disreputable. These ethics are mostly derived from Bruce Clay - an SEO pioneer - and his SEO code of ethics, published in 2001.
Search Engine Optimisation is something that require manipulation of internet traffic, but this does not mean that it should go with an 'any means necessary' policy. Optimisation usually involves building up a network of links to improve a target site's Googelrank status, a thereby make it more visible to people that are searching the web. Other practices are more straightforward, such as paying for the site to be featured as a sponsored site on the top of the page.
So what isn't ethical if it's all about manipulating web traffic? Well there are methods that could be deemed to cause harm rather than guiding a user to something they want. These include sabotaging a rival site to make them go lower down the list. Any practice that is targeted at hindering another company rather than promoting your own could be seen as unethical, and devices such as robots are widely frowned upon. Also there's the problem of users being directed to sites they never intended to go to, which is known as a 'bait and switch method' and involves assigning key words that aren't actually of relevance to the site.
These strategies are seen as 'bad' by more trustworthy providers, but there are even more serious breaches of practice. These are the illegal means by which a company might promote a client, such as using material that should be covered by copyright without permission. Also there's spamming, which is an annoyingly widespread illegal practice.
The general message is to 'do no harm,' which in an increasingly conscienceless internet is a nice thing to hear.
Search Engine Optimisation is something that require manipulation of internet traffic, but this does not mean that it should go with an 'any means necessary' policy. Optimisation usually involves building up a network of links to improve a target site's Googelrank status, a thereby make it more visible to people that are searching the web. Other practices are more straightforward, such as paying for the site to be featured as a sponsored site on the top of the page.
So what isn't ethical if it's all about manipulating web traffic? Well there are methods that could be deemed to cause harm rather than guiding a user to something they want. These include sabotaging a rival site to make them go lower down the list. Any practice that is targeted at hindering another company rather than promoting your own could be seen as unethical, and devices such as robots are widely frowned upon. Also there's the problem of users being directed to sites they never intended to go to, which is known as a 'bait and switch method' and involves assigning key words that aren't actually of relevance to the site.
These strategies are seen as 'bad' by more trustworthy providers, but there are even more serious breaches of practice. These are the illegal means by which a company might promote a client, such as using material that should be covered by copyright without permission. Also there's spamming, which is an annoyingly widespread illegal practice.
The general message is to 'do no harm,' which in an increasingly conscienceless internet is a nice thing to hear.
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