I define as unethical everything that involves fraud and force (which includes theft).
Keyword stuffing isn't unethical because the person doing it is merely using his or his rented property as he pleases. He's not doing anything that denies you from doing whatever you want with yours. He's not unethical because Google doesn't like the practice because he doesn't have an explicit contract with Google that would bind him to any particular behavior.
For the same reason, I don't consider link selling unethical. Google doesn't like it, sure, it's against their guidelines. But since when does Google own my site? It's my site and I'll do with it whatever I want, even if I risk lessening my Google rankings with it.
Do you want a real example of an utterly unethical practice? Spam! When somebody comes to your site which in its terms of use clearly states that spamming (clearly defined) is not allowed and someone still does it, even as you keep deleting hordes of spam every day, that's a violation. The spammers are using my property in ways in which I have not allowed them to which amounts to pure and simple theft.
The saddest thing is that there's this thing called "blackhat
SEO" which allows for such tactics and carries a rather large following, to the point of seeming legitimate to some people.
Oh and what's illegal or legal doesn't enter into it. Laws are ridiculously out of sync with moral philosophy they're not even worthy of attention except to avoid being kidnapped or stolen from by the officials.
That's how I think of it.
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