SEO Code of Conduct

The way we do (and do not do) SEO

We strongly support and abide by a code of ethics for search engine optimisation and only follow White Hat SEO techniques.

  • We will not intentionally harm a client through the continued use of any technology or procedure that is known to result in the client site being removed from search engine indexes.
  • We will not intentionally violate any specifically published and enforced rules of search engines or directories. If any rules or guidelines change we will promptly take action to comply with the changes.
  • We will not intentionally mislead, harm or offend a consumer through techniques like “bait and switch” where the client page doesn’t contain or is not clearly associated with the optimised phrase.
  • We will not intentionally violate any laws through deliberate or continued violation of copyright, trademark, service mark or laws relating to spamming.
  • We will not falsely represent the content of the client site by presenting different versions of web pages to different users except where the information is altered solely to meet browser specifications and needs, sensitivity to regional factors such as language or product specific needs.
  • We will not falsely represent others’ work as our own, including by taking page copy in whole or part from another web property.
  • We will not misrepresent our own abilities, education, training, standards of performance, certifications, trade group affiliations, technical inventory or experience to others. This includes quantifiable statements relating to project timetables, performance history, company resources and client lists.
  • We will not participate in a conflict of interest without prior notice to all parties involved, this includes the practice of choosing to emphasise one client over another in competing keywords. All clients are treated equally and all will receive equal best effort.
  • We will not set unreasonable client expectations, this includes the practice of accepting more than a reasonable number of clients competing for the same keywords and implying they will all be in the top positions in search engines. This also includes the implication that results can be obtained in an unreasonable amount of time given the known condition of the search engines, client site and competition.
  • We will protect the confidentiality and anonymity of clients in regards to privileged information.
  • We will work to the best of our ability to increase or retain the rankings of client sites, clients are contracting for a fee in order to obtain and retain search engine placement in the face of shifting search engine technology, competition and client web site needs.