Although Search Engine Optimisation (SEO) does fall into two distinct categories there is no ethical stance on SEO.

Don't let a search Engine Optimiser sell you that they have ethical ways of working when optimising your site. Either a technique works or is doesn't. Period.

As long as you know the risks, there is nothing wrong with “Black Hat” SEO. It is not illegal or immoral. The only downfall is that your site MAY get black listed.

People attempting to do SEO will invariably push the boundaries in trying to get their website to the top of the search engines. This article will briefly explain what to do and what not to do.

Search Engine Optimisation has two areas of functionality. White Hat SEO and Black Hat SEO.

White Hat SEO - is typically working within the search engines guidelines, by working within the Search Engines guidelines your site should be safe and won't face the chance of being banned or de-indexed by the search Engines.

This involves on-page optimisation and link building. There are many, many different types of on-page optimisation and link building that are deemed acceptable and there are many that are seem as unacceptable. The easiest way to explain what you can and can't do is by starting with what you can't do. That falls under the “Black-Hat” banner.

Black Hat SEO – is working outside the Search Engines guidelines, while there are many a grey area, I will list the definitive actions you should avoid if you don't want to put your website at risk.

Hidden or Partially hidden text – This is making your copy the same colour as your back round.

Cloaking – This is showing search engines on page in visitors another. This is a risk but effective way of boosting your ranking.

Keyword Stuffing - This involves stuffing keywords into the picture descriptions or Meta Tags.

Participating in Link Farms – This is where thousands of unrelated sites link to one another.