Originally Posted by sabino

It's a very good and important question Jerry. Search engine optimizers accept assured methods. These methods they accept, they call ethical; and which they avoid call unethical. In essence, SEOs say that to perform Search Engine Optimization in ethical way, you need to consider a site's only genuine content pages, and to create new pages for this purposes, if not included in that, then it is unethical. If you find such pages in your site then know the optimization is going in a wrong or unethical way. This is just an example given here. There are many examples - hidden text etc. So anything that is hidden from a site’s visitor, then it is unethical. So if you find anything like this, then warn your SEOs about the things or just change your Search Engine Optimizer. By the way if you go through the Search Engine Optimization guide I can say you will not need any optimizer. You can do it by your self. Good Luck.