Throughout your reading this week you looked at how on-page and off-page optimization affect SEO and how to set up a strong campaign for both SEO and PPC. Tying both these interactive activities together is the need as is understanding how ethical practices can make or break your campaigns. An example would be keyword stuffing in SEO and the penalties you can pay for using these unfair practices (see additional viewing). SEO and PPC are not an overnight solution, these take time and patience. For businesses today finding customers is a challenge and getting through all the noise in a very loud digital world where everyone is fighting for attention and sales can be tough. Many companies are all about how to quickly rise in search engine ranks creating a question as to where is the proverbial “ethical line” ensuring that companies adhere to cookie policies and data protection guidelines especially as search engines are always optimizing how the consumer sees the results. Why is customer search behavior important to SEO and PPC? What are key ways to grow web rankings? As a Christian, do you see any ethical challenges with PPC that could make you question how you look for consumers? As remarketing becomes a common practice for companies do you believe this is an ethical practice? Why or why not?