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When we think of ethics, we think of doing things that are good, that won’t hurt other people.  For example, you are usually taught in school that to steal something from someone else is not the ethical thing to do.  Well, the same concept can apply when we talk about ethical search engine optimization.  Simply put, it’s just a way of optimizing the way in which a search engine picks up a web site without breaking the code of ethics.  For instance, have you ever visited a web page of someone who has an RSS reader counter?  Now, imagine that the RSS counter says that the particular web site you’re on has over 9,000 readers.  You’re probably sitting there thinking that that’s pretty amazing.  Well, what if you were to find out that that person had someone faked the numbers simply so they could generate more traffic and be picked up by search engines easier?  That’s an example of non-ethical search engine optimization.  It’s sometimes tempting to do the wrong thing, but that’s where ethical search engine optimization comes in; it’s all about doing what’s ethical to benefit the client.