Since it is in the best interest of the everyone involved with the internet to provide the most relevant and highest quality results to any given search and since it is the purpose of an SEO to assist a client to obtain higher rankings for their information, we outline the following items as our code of ethics:
An SEO will not engage in any practice of deception in which content submitted to search engines would be different visually to site visitors. Specifically, Cloaking, since this is practice that is not accepted by search engines. Any request sent to a specific URL shall be served identical content by the web server. ALL text within the BODY section of an HTML page should be visible, uncovered and easily readable by all visitors to the page. Since the search engines determine the relevancy of a page for a keyword based in part on "visible content", the search engine user should be able to see the same content when they click through to that page. Anything less than a substantial match between the content that the search engine spider sees and the content that the user sees is deception.
An SEO will not use redirection to deceive search engines showing them one set of content, and search engine visitors are automatically forwarded to and view a different content. Ideally, ALL requests sent to a specific URL should land on and remain on that URL. It is not ethical to rapidly switch users to a page containing content other than the indexed content, commonly using redirects or event-driven processes.
An SEO will not produce multiple pages with identical or nearly identical content for the purpose of influencing the search engines. Each page of a website should be unique and contain content of value to a researcher seeking information. Naturally, several sites may reprint articles, process news feeds, and sell the same products.
An SEO will not use software to automatically generate pages of no or limited value. Automatically-generated pages commonly have "gibberish" and usually make no grammatical or logical sense, and would not be relevant to the search visitor experience.
An SEO shall work to their best ability to maintain the integrity of the search experience. We must all consider the effects of our optimization efforts on both the client's rankings and the quality of the search engine results overall. If any optimization technique detracts from a search engine user's experience, it is not in the best interest of the client to use it.
An SEO shall do their best to maintain the integrity of the SEO industry. All SEO practitioners must be committed to upholding ethical and professional conduct in practicing search engine optimization. This steadfast commitment will improve the SEO practitioner's reputation as an honest, hard-working SEO professional. Plus, it will help the practitioner maintain honest, healthy relationships with their clients, the search engines, and other SEO professionals. This in turn will help improve the reputation of the SEO industry as a whole.
It is the Standard Operating Procedure for the Search Engine to work to provide the most relevant information to the searcher. It shall be then the purpose of the SEO to work to provide the Client with a website that will be most relevant in the categories it is seen in so that it will be the correct answer to the searchers request.