Ethical SEO
SEO practices that maintains the integrity of a website within the Search Engine Results Pages (SERP's) and compliance with the webmaster guidelines defined by the search engines are described as 'White Hat' or ethical search engine optimisation.
As all the major search engines produce webmaster guidelines which are regularly updated, any good seo webmaster should keep abreast of any changes . Typically the guidelines are relevant for all the search engines, although Google provide greater detail within their guidelines and broken into three broad categories.
- Design and Content guidelines.
- Technical guidelines
- Quality guidelines
Design and content.
Using static text links to every page within your web design, providing a site map as a means of navigation to all important parts of the website, ensuring the HTML code is error free and their are no broken links within the website are all design concepts which Google identify as important.
A relevant, accurate content rich website is paramount for SEO success, the use of text to display important names, content and links were possible instead of images as search engines are unable to read text held within a image.
Technical
Most search engine spiders are unable to read features used for fancy presentation such a JavaScript, DHTML, Flash, frames, etc. Careful consideration should be given before using within a website design, consult a SEO expert before proceeding for its impact on your website visibility through the search engines.
Quality
Do not try to deceive the user or search engines, i.e. presenting different content to search engines than you display to users, known as cloaking. Avoid redirects, key word stuffing, duplicate pages and other tricks in attempt to rank higher than your competitors.
Whilst short term gains maybe achieved using these methods ultimately the site will be removed from the search engine index. Damage to your website's reputation will be seriously affected, repairing this reputation with the search engines would take a prolonged period of time. Prior to using a SEO consultant enquire about what techniques they use, any tactics that appear to give instant results, or sound like deceiving the user or search engines should be avoided at all costs.
The comprehensive webmaster guidelines can be found at google webmaster