Barefoot Logic uses "best practices" and ethical search engine marketing. Following are pages from the three main search engines that provide guidelines for ethical and responsible practices.Google's Webmaster Guidelines
Google is relatively transparent about techniques and guidelines that will help your site do well in their "natural" search results. Certainly, they won't give you details on how to both increase conversions and rank highly (that's where we come in!), but you can learn volumes by carefully reading their suggestions. They also itemize some "black hat" SEO techniques that can get a Web site penalized or banned from their index. This page offers important information about the kind of standards-compliant, "best practices" SEO and Web marketing you can expect from us. Since Google currently captures about 62% of Web search, you have to pay close attention to what they say.
Yahoo also publishes their Search Content Quality Guidelines. Although Yahoo's share of search is currently a third of Google's at approximately 20% -- 21% they are an clearly an important player in your overall Web marketing plan.
Bing has some information about content guidelines, technical tips and the kinds of tricks that can get your site in trouble. They currently get about 9% of Web search.
For a more complete score card of the search engine wars, visit ComScore.