I frequent many SEO and Web Marketing forums on a daily basis and every so often there is a debate about the SEO industry and ethics. After being involved in a number of these debates, it has become really obvious that the main problems are the facts that no two SEO companies are alike and there is no unified methodology. It’s very hard to make statements about the industry as a whole because it’s debatable what exactly ‘SEO’ is. Mix in the fact that most SEO companies keep their methodology and campaign strategies secret and we have a situation where every company is totally different with very different results
Fact 1: There is no unified SEO methodology. SEO is actually defined by wikipedia as a process of improving traffic from SERPs to a web site. Of course, HOW they do that is the real question and causes the debates.