Ethical SEO is a long-term investment. It takes time, lots of time to take effect, but it is worth the wait. There is no quick ethical way to get the pages of your website indexed in the organic search engine listings. If you do not have time to wait, perhaps you should consider supplementing SEO with paid advertisement.

Search engines are a mystery. They keep their formulas secret so that people cannot manipulate the system in order to get high rankings. No one knows for sure when, how, or if a particular search engine will index the pages of a website. Don't be surprised if it takes several months to see the pages of your website indexed.

SEO will definitely improve your website's Search Engine visibility, but no one can guarantee your website will have a specific page rank in a search. Not even the highest paid Search Engine Optimization specialist can promise a specific page rank.

Beware of SEO specialists that guarantee your website will have a top 10 ranking - it may be a scam or because they use risky "Black Hat" SEO techniques.

If your business depends on a high-quality website, be sure the Search Engine Optimization specialist you hire follows Bruce Clay's SEO Code of Ethics.

There are 2 ways to optimize a website: play by the rules (sometimes called "White Hat") or break the rules (sometimes called "Black Hat"). Black Hat SEO is uses aggressive (sometimes called "unethical") techniques to spam or deceive the search engine. Using these techniques could get your website banned from search engines. Unless your website is disposable, stay away from Black Hat SEO.

Also, be very careful not to try and optimize a website unless you know what you are doing - many clever and seemingly logical ideas are actually Black Hat SEO. Beginners can easily and unknowingly optimize their website using Black Hat SEO.

If your company's website is a long-term investment, be sure you hire a Search Engine Optimization company that follows Bruce Clay's SEO Code of Ethics.