Search Engine Optimisation (SEO) should constantly 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 list of organic search engine results. These results will normally come after a list of sponsored sites that are pertinent to the search keyword(s) entered.

The process 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 stored the results in a database. Thus by searching the index for the keyword(s) a fast reply 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 built and refined to make out 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 means: The amount of times a keyword is found on a page, and the amount of times different sites link to the page.

For oprganisations operating Online Marketing services, it is important that their web sites have longevity as they may well support many other clients.

Keywords:
Unethical Practice:
Keyword Stuffing is an unethical practice of using 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 visitor but will be seen by the robot.
This can also be done for keywords in Meta tags in the html head of the web page coding.
Ethical Practice:
Ethical techniques concentrate on what the user experience will be, so the page text should be significant 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 stress the goods or service that the page is about. Keywords should be part of the typical flow of text and repeated just 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 business may create what are known as Doorway Pages, where the content is probably just keyword stuffing and a link to the desired web site.
Ethical Practice:
The ethical method is to create meaningful 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.