reach us
34 Paradise Road,
Richmond Upon Thames,
Surrey, UK TW9 1SE

T. +44 (0)844 264 2960
E. .(JavaScript must be enabled to view this email address)
email us
* Required field

Being ethical

Andreas Voniatis | November 09, 2012

Being an ethical professional within the organic search industry…


using the Adwords API to make estimates to clients to promise extra sales or leads

disregarding the protocol so that you ignore it to gather data for your link explorer tool that powers the SEO community to assess how valuable their website is for getting links off, how much traffic the website is getting from search, harvesting their targeted keywords

is not seeking to deceive search engines and search visitors by hiding content

copying other peoples content

quoting other peoples work without linking back to them

replicating other people’s site architecture

replicating other peoples websites

rewriting other peoples content

pretending you know anything about professional copywriting

making unsolicited requests en masse to webmasters asking for a link or to publish our SEO / advertorial content even if you have link outreach targets to meet

duping webmasters into not no-following the links or asking them not to mention the link was in fact sponsored

recruiting promiscuous webmasters to buy guest post opportunities or even worse via a guest post exchange

using machine learning to create automatically generated semantically more relevant pages regardless of whether you have any authority or relevance on those magically mined search phrases

Asking your colleagues or paying your network to artificially inflate social shares

As far the “black hat” stuff of cloaking redirect sites, using Xrumer to spam forums, automated link wheels and public link networks go, I’m far more worried about the grey hats as they’re the ones that get trusted to work on real businesses


letting the client know you will be crawling their website on a regular basis

following the protocol if you’re going to crawl competitor websites

allowing professional writers with media experience to write the commercial landing pages

being original by building your own resources for link acquisition program

explaining the risks of sponsored links and not no following a paid for link

cultivating real relationships within your clients communities to secure a regularly maintained editorial column

providing media comment to trade media in your community

holding events and inviting attendees to write about you with truth and honesty because you will give them a genuinely good reason to write about you

using machine learning to make the content on your client’s site more searchable on the web or more searchable full stop

using machine learning to understand what is more semantically relevant for people who need what your client does do

using machine learning to understand user patterns that make a website more usable to users

If the above seems impossible in order for you to deliver results, you don’t belong in the industry

Andreas qualified as a management accountant (ACMA) after graduating in Economics with honours from Leeds University. In 2003, pursued a career in Search Engine Optimisation (SEO) and has since held various Head of Search roles for award winning agencies including Infectious Media and prestigious startups. In 2010, Andreas became an independent consultant to international agencies and brands worldwide providing SEO consultancy services and online PR, including Exxon Mobil, Tesco, HSBC, Zurich, Quorn as well as startups including Discount Vouchers. His work has been featured in the Telegraph and Search Engine Watch particularly for reverse engineering the Google Penguin algorithm to a 98% statistical confidence level in 2013.