There has been a recent resurgence in discussion about ethics in the SEO/SEM industry. The topic, which comes up from time to time, has been relatively dormant for the past year. A few years ago however, debate raged across forums, blogs, and over beers at search marketing conventions. Generally, the outcome is the same every time. Most SEOs agree a code of ethics the industry could universally endorse would be an important step forward but nobody wants to be the one to write it.
Most premier SEO shops do follow in-house ethical guidelines. Metamend has a rather long one I wanted to revisit in light of the recent discussion. Similarly, I would like to invite other SEO shops to post links to their codes of ethics in the coming weeks.
Metamend will subscribe to the de facto SEO and SEM ethical standards as recognized by the various industry providers and associations, providing open, clear communication channels between the company, the client, and reputable industry leaders, in order to promote the highest level of SEO and SEM services.
This means that here at Metamend, we follow the same golden rule of respect and consideration other top-notch SEO firms do. We spend a lot of time talking and sharing information with other SEO practitioners and firms. That’s the way the industry has developed over time and how best practices are spread between companies.
Metamend will endeavor to increase the client’s rankings within the search engines and directories, and maintain the client’s site so that it remains optimized for SEO, while the client is under contract with Metamend.
After all, it’s what we do. Please note, we do not guarantee any outcomes except our own hard work. We make no claims of control or influence over search algorithms. Basically, SEOs are very good webmasters and, while under contract with Metamend, we will do our very best to make tangible gains for your site and retain them.
Metamend will not purposely harm the client. This is in relation to the conscious use of techniques and procedures that result in the client site being removed from search engine indexes or directories, or intentionally hampering the client site so that it becomes less effective or inoperable.
This one might seemfairly self-explanatory but it is important. Metamend’s SEOs do not practice any techniques that could harm a client’s website or motivate the major search engines to remove that site from their indexes.
Metamend will not engage in conflict of interest practices, never favoring one client above another in relation to SEO and SEM all clients will be treated equally. All clients’ needs will be addressed.
Metamend does not favour one client over another under any circumstance. For instance, we do not divulge client information to other clients or provide stronger service to those with deeper pockets. Most importantly, every client is a real business populated by real people with real concerns. Once in front of the SEO staff, all sites are really equal.
Metamend will not purposely disobey known search engine / directory rules and guidelines. For example, Metamend will not provide intentionally misleading, false information to the search engines in the attempt to manipulate results. This includes the use of doorway pages, cloaking, irrelevant keyword stuffing, invisible text / pages and web spamming. When rules and guidelines change, Metamend will take immediate steps to implement the necessary procedures that abide by them. Metamend will consult the appropriate channels for clarification on these changes and the procedures required to address them. Metamend will then inform the client in violation, and take the essential steps required to make certain the client’s site complies.
Metamend follows search engine guidelines. It’s really not that difficult and the search engines do go out of their way to provide SEOs with acceptable use policies. Sometimes those policies change. Google recently added a section on best-practices in link-building for instance. If, in special circumstances, we ourselves are not sure of the guidelines, we have enough experience and solid contacts at each of the major engines to know who to ask.
Metamend will not falsely represent its services and knowledge base. Metamend will provide clear, concise communication about its services and procedures, and will not make artificial promises it cannot keep, such as a guaranteed ranking position within the search engines or special relationships with search engines that will favor the client. Metamend will not embellish its capabilities, such as its technical levels, achievements, education or training, to clients.
Metamend’s SEO and sales staff will not over-rate our services or try to snow a client into signing a contract. We have gone out of our way to hire and acquire a solid knowledge base in order to present the most up to date information on our practices as possible. As noted previously, we make no guarantees and do not leverage our relationships with the search engines to affect better search rankings. We are, again, extremely good webmasters with a specialized knack for getting good search rankings but we’re not magicians and make no claim to being such.
Metamend will not purposely violate any laws, such as copyright, trademark or servicemark infringement. If such practices come into question, Metamend will immediately rectify the situation in order to comply with the law. Furthermore, Metamend will not intentionally plagiarize the content of others, whole or in part, and will credit all appropriate sources.
Metamend does not break the law. We will never engage or knowingly assist in illegal activities. We do not steal content or other authors’ words. Furthermore, when we do use material from other sources, we give credit in word and in link.
Metamend will not engage in spam marketing tactics. This is in relation to soliciting clients and potential clients with email or the use of Internet popups about Metamend and its services.
Metamend does not solicit clients by email or through the purchase of web traffic. Good clients come to good SEO shops without us having to chase them with unsolicited email.
Debates about ethics in the search marketing industry will continue long into the future. They are worth having, if only to refine the best practices in providing the best possible services to clients.
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