As the choices among SEO companies become more prolific it becomes more important to understand the difference between ethical forms of SEO and those which may be less ethical.

Ethical SEO utilises methods which optimise web sites for visitors rather than for search engines. This is the primary difference between ethical and unethical forms of SEO. Unethical forms of SEO, which are also commonly referred to as black hat SEO, may include various tactics such as:

• Breaking regulations and rules of specific search engines
• Creating a user experience that is poor
• Presenting content in an unethical manner, such as through a non-standard manner for the specific purpose of searching for users or search engine spiders

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