Ethical Responsibility in a client online interaction
Unfortunatlely the online or internet marketing industry, due to its relative
annonimity has thrown up a larger than average number of sharks and cowboys.
In this light Use Digital Ltd adopts a simple ethical code for all online activities
taken on behalf of our clients.
- NO false claims or assumptions in regard to expected
performance
- ONLY clear contractual language outlining the scope of work to be performed
providing detailed timelines for initial and ongoing marketing strategies
- NO ROI guarantees
- NOT CAUSE harm to a client's business either out of ignorance, neglect, or
purposeful negligence
- NOT USE any techniques that cannot be fully disclosed to the client
- VIOLATE UK or international law in the course of their marketing
- NOT marketing multiple clients
within similar industries
- NOT share or distribute proprietary client information with any other third
party without express permission from the client
- ESTABLISH clear performance, reporting and consultations procedures to ensure
client has unfettered access to critical information regarding marketing campaign.
- disclose any and all fees required in fulfillment of services (i.e. set-up,
ongoing monthly, directory submission, content writing, pay-per-click, etc)
- not sell any services that require additional fee-based services in order
to achieve initial implied level of success
- treat the client with utmost respect and professionalism, treating every
client as if they were the only client
- not make any false representations of their work, performance or successes
- provide internal and external dispute resolution procedures in writing
Optimizers Ethical Responsibility in Marketing Campaign Practices
The search engine optimization and marketing professional will...
- adhere to all known search engine guidelines
- target only quality search terms pre-determined and approved by the client
- not employ any hidden text or hyperlinks on optimized pages
- not duplicate page content on or off the site as a means to "game" the
search engine results
- not employ sneaky page redirecting or cloaking as a means to provide the
visitor a different page than the search engine sees
- not use any page-jacking or content theft techniques
- not create new pages en masse (usually machine generated), all pages will
be manufactured and/or edited by a real person
- not employ any link spamming techniques designed to artificially inflate
link popularity
- seek out only on-topic and high-quality links from industry related websites
- constantly work to improve visibility and usability for client's website
- remain knowledgeable of current and effective optimization and marketing
practices and employing only such practices onto the client's website
- not suggest or recommend any tactics that are known to be useless and/or
harmful to a website's marketing efforts
- not employ unnatural language or keyword stuffing techniques that in any
way devalue the user experience
- seek to provide professional and validated coding except in cases where validation
is impossible due to client and/or site requirements
- not maintain ownership of any aspect of the on or off-page elements created
or updated as part of the marketing campaign, including content, domain names,
etc.
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