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[[Google]] has a particularly ethical way of handling paid placement. Their main results are apparently uninfluenced by any payments, but paid "AdWords" drive small, graphically distinct text-only ads, so the user is able to tell which matches were the result of a payment. Also, they use various methods to ensure against even paid placement of truly irrelevant content.
==Ethical and unethical optimizations==
At its worst, SEO becomes [[spamdexing]], the promotion of irrelevant, chiefly commercial, pages through taking advantage of the search algorithms. Indeed, many search engine administrators say that any form of search engine optimization used to improve a website's page rank is spamdexing.
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