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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 set of organic search engine results. These results will generally follow a list of sponsored sites that are significant to the search keyword(s) entered.

The procedure by which a search engine, e.g. Google, figures out which web sites are appropriate to the keyword(s) submitted for search, is by having previously indexed the pages and filed the results in a database. Thus by searching the index for the keyword(s) a fast response is assured, typically in the order of under 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 recognise unethical practices that they find on web pages, which they may well then exclude from the database. In some cases the web site may be excluded altogether.

The robot ranks the web pages by several methods: The number of times a keyword is found on a page, and the number of times other sites link to the page.

For clients 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, normally by using text that is the same colour as the backdrop so that it won’t be seen by a searcher but will be searched by the robot.
This can also be used for keywords in Meta tags in the html head of the web page code.
Ethical Practice:
Ethical techniques focus on what the user experience will be, so the page content should be significant to the page title and the page title should reflect the link that was used to reach it, as well as the actual content. Content should be carefully written in good English with no spelling or grammatical errors, and should emphasise the product or service that the page is concerning. Keywords should be part of the usual 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 useful 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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