What is SEO? Is SEO Ethical? Nearly 20 years later and the question remains a hot discussion topic. What is an SEO?
Webmasterworld takes a fun frolick on the ethics, in Is All SEO Unethical?.
My point was that all SEO except the purest WH, is unethical as it deliberately causes harm to other sites. For any SEO to work, the main goal is to knock someone out of their position in the search engine. In other words, the goal is to cause harm to some other site, by definition any SEO of that nature is negative SEO as it intends to unnaturally unseat another site.
The key word is “manipulate”.
In the real world, two gas stations or even four, are placed at an intersection. Each of them wants the same customers. They change their gas prices as the most visible way of competing. When they each sell for the same price, they work on other ways to draw in customers, from gas pumps with TV’s to great cheese steaks. Sometimes one of them will hire a dude in a costume to stand out front dancing around to get attention. Would you call that manipulation? Ethical? I call it friendly competition by using creative ways of promotion.
20 years ago, the work of getting pages into search engines was called “promotion”. To promote a website meant getting it indexed. Optimization was a gentle term that came later but was a badly needed method due to the enormous volume of pages competing for the same audience. Black Hat fought the secret mafia of search marketing because behind every search engine were people taking money for rank, meaning corporations would always win. BH got a bad rep because the methodology pissed off the people getting rich first.
We refer to SEO as “manipulation”. That is how hundreds of thousands do SEO. There are other techniques that fall into the human experience side, such as making websites that work for all people rather than bots. To me, this is experience optimization and an under-valued method of online marketing.
a topic at Cre8asiteforums, appealed to beginners who wanted to show off their knowledge to get post counts. This is never wise, especially when what you know is what everybody already knows, like the guy who defined SERPS for us. The discussion fizzled to loud thump when I asked:
Is it part of the job of an SEO to include the user experience within their methodology? Or is the purpose to rank high with no follow through once a visitor clicks into the website?
One person responded with “no”. And there was no debate.
For hundreds of thousands, if not a few million SEO’s, their mission in life is to get pages indexed and ranked in the top 10 spots of search engine results pages for specific keywords. There is no need to know anything about the people who visit optimized web pages or why they chose specific search phrases. There is no interest in what resolution searchers use, or device, or if they are someone relying assistive technology that reads web pages to them. Marketing quality web sites is not part of their job.
Which is one reason why SEO has a bad reputation.