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Some seo forums are dominated by
people who claim that their search engine optimization methods are ethical, and
that the methods of which they disapprove are unethical. Some of them are
thought of as top search engine optimization experts, but are they right? In
this article, I will explain:-
what they mean by "ethical" seo
why they think the way they do
why their thinking is wrong
when to use 'ethical' search engine optimization
which SEO forums are worthwhile and which are best avoided
and I will provide an eye-opening example of the failure of so-called "ethical"
search engine optimization by one of its most prominent advocates. But first I
want to make something clear. Just because these people have chosen to use the
word "ethical" to describe their methods, with the implication and statements
that doing what they don't approve of is unethical, does not mean that it is
true. They simply misuse the word "ethical" in an apparent attempt to denegrate
people who use methods that they don't approve of, even though all of what most
SEOs do is perfectly ethical.
What do they mean by "ethical" seo?
Search engine optimization means doing things to and for a website and its pages
in an attempt to gain higher rankings for the site than it would otherwise have.
Part of it is modifying a site's existing web pages so that they more closely
match a search engine's ranking algorithm, and other parts include creating
additional domains and special pages (doorway pages) that are designed to rank
highly. Information on some of the methods can be found here.
Self-styled "ethical" search engine optimizers accept certain methods but not
others. Those that they accept, they call "ethical"; those that they reject they
call "unethical". Basically, they say that a site's genuine content pages are
the only pages to perform search engine optimization on in an ethical way, and
that it is unethical to create new pages for optimization purposes if those new
pages are not incorporated into the site as genuine content pages. Also, they
differentiate between the different things that can be done on the content pages
so that some methods, such as hidden text, are unethical, whereas some other
methods are not.
Their rule of thumb is:- if it can seen by site visitors as a genuine, integral
part of the website, then it is ethical; if it is hidden from site visitors, or
is seen but not as a genuine, integral part of the website, then it is
unethical.
Why do they think the way they do?
For reasons best known to themselves, they simply do the search engines' wishes.
There are some search engine optimization methods that the engines don't want to
be used; e.g. hidden text, cloaking, doorway pages, etc. Even though the engines
care nothing for any website or for any search engine optimizer, these people do
the engines' bidding - and they preach it to anyone who will listen. Some of
them probably adopted the attitude from others who frequent the smaller forums
and, without thinking it through for themselves, they presumably accept that
it's the only right way of doing things.
Most of these people won't discuss or debate any of the so-called unethical
methods; they simply state that they are unethical, and that's that. When the
occassional discussion does get started, they soon find that they have no
answers to the opposing points, and they usually either disappear (stop posting)
or resort to insults. Their reluctance to discuss the issues is understandable,
because they don't have any rational or common sense arguments in their favour,
except that it's against the engines' wishes. It's ok for them to follow the
engines' wishes but it doesn't explain why they brand some things as
'unethical'. Unethical = wrong in a moral sense.
It is my considered opinion that the self-styled ethical SEOs insist that their
views are the only right ones because they are simply incapable of doing real
search engine optimization. They are capable of making websites and pages search
engine friendly - something that can be learned in 30 minutes - but they have no
abilities beyond that (see this example). Therefore, it would be in their best
interests if all optimizers came down to their level so that they have a chance
of competing.
Why their thinking is wrong
I can't say that their idea of search engine optimization is wrong. If it suits
them, that's fine. What I can say is wrong is the way they openly declare that
certain search engine optimization methods, of which they disapprove, are
unethical. To be unethical is to be immoral, or to be wrong in a moral sense.
Even though they cannot explain what is morally wrong with any of the
'unethical' methods, they still make the claims, and they do their best to
tarnish people who use them by declaring them to be unethical. That's unethical!
Because the engines disapprove of some search engine optimization methods,
people who use them run a slight risk of having the website or page penalised.
It would be unethical for a search engine optimizer to use the methods on
clients' sites without the client knowing and accepting the risk. 'Ethical' SEOs
agree with that, but they don't stop there. To them, any use of the methods is
unethical - even if done with full knowledge of the risks involved. To them,
it's a matter of principle - the methods that they disapprove of are unethical,
and that's that.
The point is that so-called "ethical" search engine optimization can't compete.
It only works when there is little or no competition
When to use 'ethical' search engine optimization
The 'ethical' search engine optimization method is sound, and can be effective
when the search terms are not competitive. This article describes it - Search
Engine Optimization - the basics. It's the first step in optimizing a website
and it's pages for the search engines, but that's all it is - the first step.
Most search engine optimizers perform this first step on their clients' websites
but, whereas most optimizers continue with further optimization, 'ethical'
search engine optimizers stop. If it doesn't work, there's nothing more they can
do.
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