ethical seo

Yes I nearly choked and spat out my coffee over the desk and computer when i read about 'certified seo professionals' (I'm not joking this is not April the 1st) who are 'ethical'.

We all know these guys are crooks creating splogs (not on wordpress) and junk html pages to get numero uno position for words like 'cockrell' and other ambulance chasing terms related to asbestosis..

The question is: how if seo is ethical how will it remain effective, since the unethical always seems to have worked during the time before the search firm decides that the page is a spam page, rather than real information?

Ethical – sure Idi-Amin was ethical too