Optimisation is a necessary process, and is amoral. It has no right or wrong by itself. If I make good cupcakes and you help me get my order page in front of pe

Optimisation is a necessary process, and is amoral. It has no right or wrong by itself. If I make good cupcakes and you help me get my order page in front of people near me who want my cupcakes, you’ve done the world some good. If you do unethical things to get there, like false reviews, stolen copy, ripped off images, etc, then of course that’s unethical and often illegal. It’s what you do for the SEO that matters.