Here are a few tips to go about building your website ethically.

Do Not Duplicate. Do not dominate other websites by duplicating the content pages. Dupe-checker search engines can weed out this duplicity. It is better to give relevant product knowledge.

Do Not Cloak Pages. Cloaking software masks the true page from being indexed by the search engine, and redirects the delivery of the same page to different search engines and visitors. This unethical masking, when caught by users, brings disrepute to the business.
Do Not Overfill Page With Keywords. Put keywords in the right places. Use it once in title, subhead, and first paragraph. Too many keywords on one page, gives a hue of spam. Search engines may red flag and ban it from site.

Do Not Steal Content. There is an ethical difference between seeking inspiration and blatant plagiarism. Copying content from another website can lead to breach of copyright, which is a punishable offence. So its better to be original.

Do Not Build Irrelevant Gateway Pages. For the pages to remain search engine friendly, they should contain relevant knowledge for targeted customers and answer specific search queries.

Build Multi Directional Links. It is easy for a search engine to disperse information, if the website has multi directional links.

Do Not Subscribe To Link Farms. Ensure quality link building than adding irrelevant links to your website. This prevents lowering of web ranking.
Do Not Over Submit Urls. Always resubmit your pages with new content for re-indexing and higher visibility.

An Integrated Approach to SEM

Search engines dictate the shopping habits of people online. Integration of Organic Listing horse and PPC (pay per click) technique utilizes the strengths of both marketing approaches to build profitability.

New sites can gain organic listings on MSN and Yahoo by optimizing their web sites. Google has a massive audience too. It rids of manipulative listings from indexing by creating an artificial time delay for redesigned websites.

Business comes with responsibility. Hence, always ensure that while building a website, you do not cross the line of ethics and morals.