Ethical search engine optimisation (SEO)
A good SEO strategy will get you a better position on Google and the other search engines – this means you’ll be more visible to your customers.
The Internet is like an egg and spoon race along a narrow corridor. You’re running as fast as you can, balancing your business and aware that your competitors are doing the same. Good search engine optimisation will get you to the front and keep you there – you’re less likely to get knocked over and more likely to win.
Why ‘ethical’? Because there are ways to cheat – but ultimately they are counter-productive. When someone finds out that you’ve glued your egg to the spoon, you’ll be disqualified.