I don't say any seo is ethical - but what would be a list of not to do in order not to get your site burried in search results because you trigged any kind of automatic penalty for example duplicate content penalty ...
Msg#: 7575 posted 12:00 am on Jan 20, 2005 (gmt 0)
Depends on your point of view.
As a search engine user, I want the most relevant results at the top of the list. If you've done something to cause your site to rank above a more relevant one, I'm unhappy.
As a manufacturer and online retailer, I want to do whatever I can to rank as highly as I can without causing my reputation to suffer in the minds of my customers. (Its a little more complex than that as a lot of SEO techniques would have a negative impact on my conversion rates.)