Ethical Marketing Policy
White Chalk Road does not employ questionable or unethical Internet Marketing or search engine positioning tactics or techniques.
What is our attitude towards this thing called spam?
“Spamming” or “spamdexing” a search engine or property is any practice that devalues the integrity and relevance of a search property’s results. Search properties that discover someone using technology that offends their sense of fair play, or leads search engines to believe that the practitioner has gained a significant “unfair advantage” over someone else is considered spam.
At WCR, we believe that if someone truly understands the fundamentals of what search engines are trying to achieve and what policies they currently have in place to achieve it, then the interests of WCR, the Client, and the search engines can all be well served and aligned.
More specifically, it should always be remembered that it is the goal of each search property to deliver relevant information to users. If you are targeting keywords and keyword phrase searches that are in fact legitimately relevant to your website, and you optimise your content so that it includes those keywords in the best possible context, you are aiding the search engines in their mission to supply relevant and fully informative documents to users.
If a potential client’s website and product offerings are so devoid of real value to necessitate some distortion or misrepresentation to attract click-throughs, then we will simply politely suggest to the client that he or she seek search engine marketing services elsewhere.
What will happen if you do use spamming techniques?
More and more search engines are cracking down on the use of techniques they consider inappropriate for gaining top rankings in their indexes. Our suggestion is that you should not sacrifice your ethics, and definatetly not our ethics, to achieve your goals – you risk being penalised or completely banned from major search engines.
You are spamdexing if you are:
• Promoting keywords not at all related to your website or any of your products or services contained within
• Causing search results to show multiple listings for exactly the same content
• Violating the search engine’s submission limits
• Hiding text content by using coloured text on the same coloured background or making the font too small to read
• Page swapping
• Page highjacking
• Redirecting pages outside of permissible limits
• Cloaking or stealth scripting
• Keyword stuffing (repeating text loaded with keywords in hidden areas of your page)
• Placing others’ trademarked words in a keyword META tags or within other hidden areas of your page.
Our policy towards email spamming is simple: we do not want it, we do not need it and we do not use it.
For a complete understanding of our ethical policies, we encourage you to talk directly with us.