Poorly executed SEO campaigns can put your business at serious risk. They can lead to search engine penalties and long term harm to your organization’s online presence.



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Search engine optimization (SEO) ethics are often discussed, but rarely defined in any meaningful ways. Website owners often hear about the so-called “white hat” and “black hat” SEO professionals. A few webmasters are even aware of some undefined “grey hat” SEO techniques, and their practitioners as well.

There are no hard and fast rules for what these regularly used terms mean, if anything, in the world of high search engine rankings. It’s time to consider whether the categories retain any real meaning, or if ethics even has any role in the practice of SEO.

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