Code of Ethics to define HOW the code is met, but rather to objectively set the bounds of compliance. For instance, from an Ethics standpoint, it does not matter if you use Cloaking, Doorway, Hallway, Site Maps, or Shadow pages to optimize your site as long as the product meets the Code of Ethics. However, search engine acceptance will depend upon meeting these Codes plus SEO Standards appropriate (and today, unique) to each search engine. In general, if actions are in compliance with the Code of Ethics and are accepted by the search engines (thus obviously meeting their individual SEO Standards) then they are allowed.

But understand that things are changing, and that what is a trick allowed today will be blacklisted tomorrow. It is better to focus on “honest page” Search Engine Optimization than waste your time on something that will need to be abandoned soon. There are three main players when it comes to Search Engine Optimization:

Clients - owners of the web site: Emphasis is on sales, holding users (sticky), and User Experience, with an emphasis on getting the visitor to take a desired action. Search Engines: Emphasis is on providing a positive User Experience in great part through relevance (controlled by algorithms) and minimal negative impact as a result of “bait-and-switch” technologies.

SEO Firms: Obtain traffic for Client sites as a result of a search engine query. This involves understanding the SE ranking algorithm, beating the competing SEO firms optimizing other Clients for the same terms, and remaining within the “No Spam” boundaries (play just within the rules). SEO practitioners are paid by Clients (not Search Engines) and are rewarded for rankings at almost (until there is a risk) any price.

Unfortunately, if the rules change, sites may be dropped from SE’s. If Algorithms change, sites may be lowered in the rankings. If competing SEO firms are successful in finding a new trick just within the rules, site rankings may fall. If new competing client sites enter the market, site rankings may drop. If the Client site uploads altered pages or changes server technology, site rankings may drop.

Tags: algorithm, boundaries, code of ethics, compliance, doorway, hallway, page search engine, relevance, search engine optimization, search engine query, search engines, traffic