• Content Domain will never intentionally do harm to a client's ranking and reputation with search engines. To further explain this involves the continued use of any technology or procedure (without appropriate care) that is known to result in having the client site removed from search engine indexes or directories, or rendered inoperative.
  
  
• Content Domain will never intentionally violate any specifically published and enforced rule of search engines or directories. Should rules and guidelines change (as they often do), the SEO practitioner will promptly take action to comply with the changes as they apply to all clients.
  
  
• Content Domain will never mislead a search engine user by using a "bait and switch" technique where the client's page does not substantially contain and/or is not clearly associated with the optimized keyword phrase.
  
  
• Content Domain will never intentionally violate any laws. This involves the deliberate and continued violation of copyright, trademark, servicemark, or laws related to spamming, as they may exist at the state, federal, or international level.
  
  
• Content Domain will never falsely represent the content of the client site. This includes the practice of presenting different versions of web pages to different users except where that information is altered solely to meet browser specifications and needs, sensitivity to regional factors such as language, or product specific needs. The web server should serve all requests for a specific URL with identical HTML.
  
  
• Content Domain will never falsely represent others work as their own. This includes the taking of work from others in whole or in part and representing this work as their own and deliver to a client. Content Domain will not make verbatim copies of the work of others (instead of authoring original work) without the prior consent of the other party.
  
  
• Content Domain will never misrepresent their own abilities, education, training, standards of performance, certifications, trade group affiliations, technical inventory, or experiences to others. This includes quantifiable statements related to project timeframes, performance history, company resources (staff, equipment, and proprietary products), and client lists.
  
  
• Content Domain will never participate in a conflict of interest without prior notice to all parties involved. This includes the practice of choosing to emphasize one client over another in competing keywords because there is more personal gain for the practitioner. All clients are treated equally and all will receive equal best effort in the search engine optimization service they are offered.
  
  
• Content Domain will never set unreasonable client expectations. This includes the practice of accepting more than a reasonable number of clients competing for the same keywords and implying that all will be in the top positions in the search engines. This also includes the implication that results can be obtained in an unreasonable amount of time given the known condition of the search engines, client site, and competition within any given industry.
  
  
• Content Domain will never include the publishing of testimonials and proprietary logos of client lists, press releases, and other content discussing the client without explicit approvals from the client.

*As adopted from Bruce Clay, Inc.’s SEO Code of Ethics