Search Engine Optimization, and Internet marketing in general, continues to evolve and mature as an industry. In the beginning, Internet marketing was all about “tricking” a search engine into believing that you had relevant content for a given search. And even though search engines and search engine marketing have changed, nevertheless, some people are determined to believe that the best way to the top of the search engine pile is to treat them like an enemy and use every dirty trick possible to gain rankings.

But things have changed. It's no longer about tricking searching engines, but convincing them. Convincing them that you actually have a valid and relative website for a given search, that you have something worthwhile to offer. And just like trying to convince a real person, today's search engines are going to require proof.

And right there is the key. If you want to rank well for a given subject, you have to deserve it. Internet marketing can do a lot for you, but in the end, if you don't actually offer what you claim, your entire online presence can fall apart.

For some reason, people insist on believing that Google (or the other search engines) are against them. That only by fighting tooth and nail (or employing black hat SEO) will they ever make it to the top of search results. The truth of the matter is: if you do have relevant content, Google wants you to reach the top. Their own success rests on delivering highly relevant results. If that's you, Google is on your side.

There's been a lot of talk about ethical and unethical Internet marketing – or white hat and black hat SEO. And despite the history of websites getting banned for employing less than reputable techniques, many people are determined to believe that they can get away with them. But fighting Google is like standing in line to instigate your own savage beating. You might have a moment or two before it hits you, but the same end result is inevitable. But Google only wants to fight you when you try to convince them that an irrelevant site deserves a higher ranking than it already has.

The fact is that unethical Internet marketing is ultimately self-defeating. Google doesn't like you because you are polluting their search results, but more than that, your own customers will begin to dislike seeing you at the top of the rankings when they know you don't have what they're really looking for.

Why do people let this happen? Because in the race for rankings they've forgotten their customers. It gets to the point where the focus is on overcoming the competition rather than catering to the customer. There seems to be a prevailing belief that all you need is a number one ranking and somehow the money will automatically follow.

It's never quite that simple.

Internet marketing can make or break your business in a comparatively short time. Unethical SEO can get you to the top. Of course, insider trading can make you some quick money, too. But in the end, someone will find out. Somewhere the books or the code or the keyword usage just won't add up right and you'll find yourself banned or worse.

Internet marketing is no longer about being search engine savvy, it's about being search engine friendly. And while you are leaning how to work with – instead of against – the search engines, it's vital to remember that you're not doing this for the search engines. You're doing this for your users. Always keep them in mind and provide something useful and relevant for them, and the search engines will recognize you as valid and relevant and you can secure a strong, lasting Internet presence.