Search engine optimization means doing things to plus for a website as well as its pages in an attempt to gain higher rankings meant for the site than it would or else have. Part of it is revise a site's existing web pages in order that they more narrowly match a search engine's ranking algorithm, as well as other parts include creating additional domains plus special pages (doorway pages) that are premeditated to rank highly. Information on some of the methods can be found here.

Self-styled "ethical" search engine optimizers agree to certain methods but not others. Those that they accept, they call "ethical"; those that they refuse they call "unethical". on the whole, they say that a site's indisputable content pages are the only pages to perform search engine optimization on in an ethical way, as well as that it is unethical to create new pages meant for optimization purposes if those new pages are not integrated into the site as authentic content pages. As well, they make a distinction between the different things that are able to be done on the content pages in order that some methods, such as hidden text, are unprincipled, whereas some other methods are not.

Their rule of thumb is: - if it can see by site visitors as an authentic, essential part of the website, then it is ethical; if it is concealed from site visitors, otherwise is seen but not as a genuine, essential part of the website, after that it is unethical.

Why do they think the way they do?

For grounds best known to them, they merely do the search engines' wishes. There are some search engine optimization strategies that the engines don't wish for to be used; e.g. hidden text, cloaking, doorway pages, etc. even supposing the engines care nothing meant for any website otherwise for any search engine optimizer, these people accomplish the engines' bidding - as well as they preach it to anyone who will listen. Some of them probably take up the attitude from others who frequent the smaller forums as well as, without thinking it through meant for them; they most probably accept that it's the only right technique of doing things.

The majority of these people won't discuss otherwise debate any of the so-called unethical methods; they simply state that they are unethical, as well as that's that. When the occasional discussion does get started, they soon come across that they have no answers to the opposing points, as well as they usually either disappear (stop posting) otherwise resort to insults. Their lack of enthusiasm to discuss the issues is understandable, because they don't have any rational otherwise common sense arguments in their favour, except that it's alongside the engines' wishes. It's ok for them to go behind the engines' wishes but it doesn't put in plain words why they brand some things as 'unethical'. Unethical = wrong in an ethical sense.