“The discussion of any SEO Code of Ethics is like a discussion on politics or religion: there are more than two sides, all sides are strongly opinionated, and seldom do they choose the same path to the same end. Most Search Engine Optimization (SEO) practitioners understand these ethics, yet not all practitioners practice safe-SEO. Too many SEO practitioners claim a bias towards surfers, or the search engines, or their clients (all are appropriate in the correct balance), and it is common for the “whatever it takes” excuse to bend some of these ethics to fit their needs. This page does not pass judgment, it simply states the obvious.”
Discussions of ethics always stir up passions, often polarize, and usually devolve into an “I’m ethical and you’re not” shouting match. That is why we usually talk SEO in terms of practicality, efficacy, and efficiency.
However, with all the “muck” that’s out there when it comes to law firm search engine optimization, it’s refreshing to come across some enlightened thinking. While I don’t believe that there are “bright-line” SEO rules, there are greatly varying philosophies when it comes to marketing your law firm online. No matter where you fall on the spectrum, it is absolutely critical to be on the same page as anyone working on your web presence. That is why transparency is so important.
Mr. Clay’s SEO Code of Ethics is an excellent articulation of some core principles upon which we should all be able to generally agree:
- Don’t intentionally harm a client.
- Don’t intentionally violate the terms of search engines.
- Don’t intentionally mislead, harm, or offend a consumer.
- Don’t break the law.
- Don’t use “technical seo tricks”.
- Don’t create conflicts of interest without notice.
Guidelines by which to operate.
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