An introduction to SEO ethics for marketers

In the world of Search Engine Marketing (SEM), digital marketers seek to optimize their search rankings using various methods. However, in Search Engine Optimization (SEO), marketers need to abide by the SEO ethics, mainly the "Google Webmaster Quality Guidelines." The author of the article, Kevin Morley, describes the marketers following the guidelines as the good (White Hat). Conversely, the opposite is mentioned as the bad (Black Hat). Yet, most digital marketers are neither the White Hat nor the Black Hat, but they are so called Gray Hat because they are in between the two spectrum. Kevin Morley believes that all Gray Hats should put significant efforts to move to the White Hats - "the best way to be top of Google is to actually be the best - to have the best content, the best tools, the most amazing resources that encourage other sites to link to you in large numbers and thus boost you to the top."

The Google Webmaster Quality Guidelines are as follows:
1.      Avoid hidden text or hidden links

2.      Don’t use cloaking or sneaky redirects

3.      Don’t send automated queries to Google

4.      Don’t load pages with irrelevant keywords

5.      Don’t create multiple pages, subdomains, or domains with substantially duplicate content.

6.      Don’t create pages with malicious behavior, such as phishing or installing viruses, Trojans, or other badware

7.      Avoid “doorway” pages created just for search engines, or other “cookie cutter” approaches such as affiliate programs with little or no original content

8.      If your site participates in an affiliate program, make sure that your side adds value. Provide unique and relevant content that gives users a reason to visit your site first.

Link: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769

I believe that any kinds of professionals must follow ethics defined within their specific fields, such as engineering, science, or business. However, peoples' judgment on whether a professional is meeting the ethical guideline could become subjective if the ethics has not been defined concretely. For example, let's look into the quality guidelines specified by Google. For the 4^th guideline, what exactly does Google mean "irrelevant keywords?" For the 7^th guideline, how will Google distinguish and identify "other badware?" Moreover, for the 8^th guideline, what is the definition of providing "unique and relevant content?" In order to help the Gray Hats to progress towards the White Hats, I believe that Google must elaborate on the quality guidelines. Furthermore, Google needs to somehow make the guidelines easily available to all internet users because this will help not only digital marketers but also all internet users to be aware of the SEO ethics.

Article Link: http://www.smartinsights.com/search-engine-optimisation-seo/seo-strategy/an-introduction-to-seo-ethics-for-marketers/