As an SEO consultant, ethical SEO techniques are pretty straightforward, don’t offer any SEO services which will damage an SEO clients website rankings or brand.
If an SEO technique you offer as a service could damage the SEO clients rankings in Google, don’t do it.
If an SEO technique you offer as a service could damage the SEO clients brand, don’t do it.
For example breaking any Google webmaster guidelines could damage a websites SEO rankings, if you work on the principle of not breaking Google webmaster guidelines that’s ethical SEO.
If you would feel uncomfortable explaining the SEO techniques you employ as an SEO expert to a competing business you are working for or to a Google manual reviewer, you probably shouldn’t be using that SEO technique on SEO client sites.
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