White Hat SEO – SEO Code of Ethics

Search Engine Optimization firms have to make a choice between

“Black Hat SEO”, often known to go against known SEO best practices that can (not always) produce flash in the pan top rankings for a short time, often at risk of being de-listed by Google or other search engines for appearing to “trick” or “spam” the search engine to achieve high organic results.


“White Hat SEO”, ethical, proven SEO methods that achieve search engine visibility while respecting best practices most likely to achieve results over time, without putting the website at risk of being delisted.

Ethical Search Engine Optimization Methods

Ethical White Hat SEO Services

Karner Blue Marketing has, since the beginning, embraced “White Hat” best practices to develop our own methods, ethical and proven to improve website search engine visibility without putting client websites at risk of being black-listed by Google or other search engines. Blacklisting can occur whether you intend to trick the search engine deliberately, or are innocently using methods that Google has determined to be spammy or against best practices.
Karner Blue Marketing proudly adheres to:

SEO Code of Ethics

Given that Karner Blue Marketing and our clients are working together to present relevant, accurate, high quality website information in a visitor-friendly format, and given that Karner Blue Marketing is contracted to assist our clients in obtaining and sustaining higher rankings for their pages and higher conversion on their sites, we voluntarily adhere to the following SEO Code of Ethics:

Karner Blue Marketing will never knowingly harm a client. Our SEO specialists will employ no technology, procedure or program known to risk the client website being removed or blacklisted from search engine indexes or directories, or rendered inoperative.

Karner Blue Marketing will not knowingly violate any rules published and enforced by search engines or directories. Search engine algorithims, rules and guidelines change periodically. When they do, Karner Blue Marketing will monitor and when warranted, act to ensure our SEO clients’ websites are in compliance with such changes. In cases where questions are raised regarding rules and guidelines, Karner Blue Marketing will contact the relevant search engine(s), request clarification, and await specific guidance.

Karner Blue Marketing will not knowingly mislead, harm, or offend a website visitor. Karner Blue Marketing will not be a party to presenting false or misleading content on client websites. Karner Blue Marketing will not be a party to utilizing SEO methods or techniques which may cause a visitor to be misled by information presented to or by the search engine, or harmed or offended upon arrival at a client site. Karner Blue Marketing will not countenance the use of such techniques as “bait and switch” – by creating client pages which do not substantially contain and clearly relate to the optimized keyword or phrase, or which may offend targeted website visitors.

Our SEO firm will not knowingly violate any laws. Provincial/State, federal and international copyright, trademark, servicemark laws, and laws pertaining to spamming, will be adhered to strictly.

Karner Blue Marketing will not represent the work of others as our own. This includes SEO done either on previously completed projects or for current client projects.

Karner Blue Marketing will not misrepresent our abilities, certifications, standards, education, training, affiliations, technical inventory, or experience. This includes our performance history, company resources (staff, equipment, and proprietary products), and client lists.

Karner Blue Marketing will not set unreasonable client expectations. This includes the practice of accepting multiple clients competing for the same keywords, and implying, promising or guaranteeing that all will achieve top or #1 search engine rankings. This also includes implication or promise that results can be obtained within a time frame that is unrealistic given known search engines behaviors, condition of the client site, and the state of competition.

Karner Blue Marketing will protect the confidentiality and anonymity of our clients with regards to privileged information and items implying testimonial support for Karner Blue Marketing. All Karner Blue Marketing staff and consultants are bound to protect confidential and/or sensitive or proprietary information. Karner Blue Marketing will not publish testimonials, proprietary logos, press releases, or any other collateral materials unless permitted by the client.

Karner Blue Marketing will work to our best ability to increase or retain SEO rankings of client web sites. Clients contract for fee with Karner Blue Marketing in order to obtain and retain search engine placement. Karner Blue Marketing is charged with an obligation to employ appropriate, ethical technology and methods to improve and retain their clients’ rankings in the environment of shifting search engine technology, competitors’ strategies, and the needs of the client web site.

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