>> Why is trying my site to rank better evil? It depends on what exactly do you do and don't do. For example, if your site has poorer content or less usable s

>> Why is trying my site to rank better evil? It depends on what exactly do you do and don't do. For example, if your site has poorer content or less usable service, but you used various tricks to rank higher as sites with better content or more usable service, then that's somewhat despicable, I'd say. You might have wasted other people time, because without your "SEO", they could have been served better by SE. I would not use the word evil, though. But if you just provide sitemap or use the <title> tag correctly, that's ok.