If a search engine is providing quality information the World Wide Web as a whole will benefit. If they fail to do the Web has something to lose. There are three stakeholders involved in this process. Each one has their role to play in ethical SEO, known as White Hat SEO.
Searchers

Those who use the World Wide Web to search for information

can affect the outcome of the World Wide Web. As a search engine is an important part of the architecture of the Web, searchers have a responsibility toward how they use it.

• Their continued and consistent use of searching engines to provide results guarantees the constant need for their services
• Their use of tools in order to exact information ensures the continued support for architects and designers
• Searchers need to have at least a basic awareness of technical issues pertaining to how unethical practices work
• It is their right to report anything that is considered unethical yet to do this they must be able to recognize it as being so
• They have a responsibility not to support or promote black hat SEO practices
• Searchers need to obey and work according to the terms of service of both search engine as well as the sites they visit

Site Owners

• site owners are responsible for designing good quality websites that appeal to their target markets
• They are responsible for correcting or fixing any problems associated with the architecture of their site, how accessible it is and they need to make their sites highly usable.
• They are responsible for posting only content that is suitable and relevant for their target market
• They are charged with upholding and making good use of the standards of search engine spiders
• They are also charged with not attempting to fool or trick them
• They must use links that are easy to see and follow
• They are also responsible for ascertaining if links are relevant or whether they are considered unethical
• They must follows and obey the rules and regulations set down by those search engines and directory submissions

Search Engines

• Continued amendments to algorithms in order to stamp out black hat techniques and protect searchers against untrustworthy or unreliable results
• Search engines need to ensure that they don’t place undue strain on the Web’s servers
• They need to constantly crawl and index the Web in order to present the information contained within it in its best form
• Search engines need to represent the World Wide Web fairly. In order to do this they need to obliterate black hat techniques
• They need to further, maintain and sustain the standards of their spiders
• Search engines need to constantly determine the relevance of queries made by searchers
• They need to offer consistent quality and trustworthy search results
• They need to offer results that clearly label advertising
• They need to obey the laws of the World Wide Web
• They need to be leaders in regard to the continued stamping out of unethical practices

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