There’s a lot of stuff posted on search engine forums and newsletters around the world about how companies who spam the search engines are unethical.

It follows naturally how it’s important to make sure one hires ethical professionals, while outsourcing for search engine optimization. What we should instead be discussing is which companies are SEO professionals and which are just out for a buck. This is the same in every industry, not just SEM. If the people in our industry can remember this when trying to create a SEO Business (and there are many factions trying to do this), it will go a lot smoother.

So what about when a potential client comes to you saying “we know exactly what we need” because they read somewhere how SEO should be done. Imagine they’ll ask for something such as getting 10 doorway sites linked to their domain. The thing is they refuse your advices of optimizing the actual website; they just want to expand their network with fringe hollow domains.

You know, the kind that only the search engines will find (because you added a link way down low on the home page to a sitemap of all the doorway pages). Considering such pages serve only as search engine bait, they serve no actual purpose than wasting the customer’s time by getting him to make redundant clicks before getting to the actual site he’s looking for. What would you do in this kind of situation? Would you attend to the customer’s misinformed request even though you knew it would not be a wise optimization strategy?

Once you think about it, the creation of such pages wouldn’t be regarded as dishonest. But… what if you had noticed how there was actually a great selection of content pages in the actual website? The simpler task of checking the website’s pre-existing content and optimizing keywords would be much more effective than the creation of a set of baits to lure attention into the website.

Whenever you’re required to take sides in a similar dilemma, you should always favor your professional integrity. If the customer won’t react to your advice against using obsolete and pointless techniques, you’d best refuse to take the job. It may sound hard to yield the solid profit that would originate from such a simple job. Not only it will be extremely easy to use software to provide the customer with his exact request…it IS what the client wants, right? It wouldn’t take a stretch of imagination to figure out several ways you could convince yourself it would be okay to take that easy money.

It would be highly unprofessional to oblige the customer, rather than effectively striving towards search engine optimization. You shouldn’t think twice about turning down such customers. On the long run, it’ll be better.

As an SEO professional, your opinion is your currency. For the sake of your business, you don’t want to hold on to clients who don’t value your opinion. You may lose some money on the short run from turning down this kind of customer… but on the long run, it’ll more than pay off. Take my word!

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