Search Engine Optimisation (SEO) should at all times be carried out in an ethical way so that the Search Engine Placement of the client website will be on the 1st page of a set of organic search engine results. These results will usually follow a list of sponsored sites that are pertinent to the search keyword(s) entered.

The procedure by which a search engine, e.g. Google, decides which web sites are relevant to the keyword(s) submitted for search, is by having earlier indexed the pages and filed the results in a database. Thus by searching the index for the keyword(s) a fast action is assured, usually in the order of under a second.
The search engines use a program to do the indexing, known as a robot or spider, and these robots have been engineered and refined to make out unethical practices that they find on web pages, which they could well then leave out from the index. In some cases the web site may be excluded altogether.

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

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

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical exercise of repeating a keyword many times in a web page, normally by using text that is the same colour as the backdrop so that it won’t be viewed by a user but will be identified by the robot.
This can also be used for keywords in Meta tags in the html head of the web page coding.
Ethical Practice:
Ethical techniques focus on what the user experience will be, so the page text 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 errors, and should stress the product or service that the page is about. Keywords should be part of the normal flow of text and repeated just as often as rational 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 content is probably just keyword stuffing and a link to the promoted web site.
Ethical Practice:
The ethical method is to create significant pages that can be read by a user and have links to the client site.

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

1. There Are No Hidden Secrets To Organic Search Engine Optimisation Many people believe there are some big secrets to organic search engine optimisation and that...
2. What is Search Engine Optimisation What is Search Engine Optimisation If you have been a webmaster or website owner for...
3. Back links and their impact on search engine optimisation backlinks Before creating a web site you should have decided how you intend to get...