Search Engine Optimisation (SEO) should at all times be conducted in an ethical way so that the Search Engine Placement of the client website will be on the initial page of a list of organic search engine results. These results will in general come after a list of sponsored sites that are relevant to the search keyword(s) typed in.

The procedure by which a search engine, e.g. Google, figures out which web sites are significant to the keyword(s) submitted for search, is by having formerly indexed the pages and filed the results in a database. Thus by looking through the index for the keyword(s) a fast action is assured, typically 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 may well then eliminate from the database. In some cases the web site may be excluded as a whole.

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

For businesses operating Online Marketing services, it is important that their web sites have longevity as they may well sustain a lot of other clients.

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical exercise of displaying a keyword many times in a web page, typically by using text that is the same colour as the background so that it will not be seen by a user 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 coding.
Ethical Practice:
Ethical methods concentrate on what the user experience will be, so the page wording should be appropriate to the page title and the page title should replicate 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 mistakes, and should emphasise the goods or service that the page is concerning. Keywords should be part of the normal flow of text and repeated merely 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 individual may create what are known as Doorway Pages, where the text is probably just keyword stuffing and a link to the desired web site.
Ethical Practice:
The ethical approach is to create useful pages that can be made sense of 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.

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