Search Engine Optimisation (SEO) should constantly be done in an ethical way so that the Search Engine Placement of the client website will be on the first page of a list of organic search engine results. These results will typically follow a list of sponsored sites that are pertinent to the search keyword(s) entered.

The method by which a search engine, e.g. Google, understands which web sites are significant to the keyword(s) submitted for search, is by having previously indexed the pages and filed the results in a database. Thus by looking through the index for the keyword(s) a fast reply is assured, typically in less than a second.
The search engines use a program to compile the database, known as a robot or spider, and these robots have been developed and refined to make out unethical practices that they find on web pages, which they could well then eliminate from the index. In some cases the web site may be excluded altogether.

The robot values the web pages by several means: The number of times a keyword is listed on a page, and the number of times different sites link to the page.

For oprganisations operating Online Marketing services, it is important that their web sites have longevity as they may well maintain many other clients.

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical exercise of using a keyword lots of times in a web page, typically by using text that is the same colour as the backdrop so that it will not be seen by a searcher but will be searched by the robot.
This can also be done for keywords in Meta tags in the html head of the web page code.
Ethical Practice:
Ethical techniques concentrate on what the user experience will be, so the page content should be significant to the page title and the page title should mirror 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 stress the product or service that the page is concerning. Keywords should be part of the general flow of text and repeated just as often as reasonable reading allows. For keywords in Meta tags a exclusive list of keywords should be used.

Links to the page:
Unethical Practice:
An unethical developer 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 significant pages that can be made sense of 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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