Meaning Of A Search Engine Marketing Professional
A professional is the one who applies his theoretical knowledge, skills and training to practical. So an SEOP is also expected to do the same ethically.
A search engine optimization professional focuses on optimizing website to attract the attention of search engines and improve rankings. Their specialty areas are "organic" search engine listings - i.e. free. Decision related to the hiring of a SEOP is the most risky one. There are many who can guarantee a top 10 search engine ranking. Believe it or not securing a top 10 ranking is easy but getting viable quantities of targeted traffic is something different.
A search engine optimizer is assumed to know what is good for the client better than the client. It is easy to do what is asked to any one can make money by just doing what the client wants. If a client requests only for changing the Meta tags, and a SEOP doing so is not said to be ethical. He knows that it would not help their site found in the search engines.
A client is not the one who knows the profession how it works. They may read somewhere “zebra (doorway) pages can bring in more traffic. They may put in a proposal to create 10 zebra pages, not wanting the SEOP to touch the actual pages of their site, they just want pages that live on the "fringes" of the site. SEOP should not give the client a quote for this. SEOP knows, zebra pages are found only by the search engines, Once the user arrives at one of the pages from the search engines, they're basically forced to click an extra time to finally arrive at the real site that they wanted to begin with.
When a current site already has tons of great content pages, SEOP should suggest not to add any zebra pages, instead tweak their current content a bit to make sure they're using words that real people use when searching. Or perhaps ensure that the search engines can easily spider through the site and find all that great content.
The bottom line is that SEOP’s job as a professional to do what is ethical. If it means losing a job, then let it be so. One can obviously find a client who can appreciate SEOP’s looking out for their site's long-term well-being.