If you are to believe Aaron Wall (and I usually respect his opinions) everything you do to optimise your website for the search engines (to achieve better rankings in the SERPs) might be considered search engines spam. The SEO guru considers spam a relative term. The search engines have other opinions.
Yahoo defines the sites that use spam techniques as “pages created deliberately to trick the search engine into offering inappropriate, redundant, or poor-quality search results”. Google has clear quality guidelines for webmasters as well. If you read them it is pretty clear what is spam and what not. Unfortunately there are many people and companies that employ non-ethical tools to push websites higher in the SERPs. No wonder that people like Calacanis describe SEOs in negative terms.
I am not going to start a debate about what is ethic and what not. I think it is obvious for all that trying to fool the search engines is a bad practice. But I am going to point out another very important disadvantage you might be forced to face if you use spamdexing techniques: your visitors will sooner or later understand that you’ve tricked them into landing on your pages. And they are not going to like it. So they’ll surf away.
There is one thing to advertise your business and a completely other thing to cheat in order to maximize your profits. A spamdexing technique might bring you some overnight results: you’ll probably make some money fast. But what happens after? What happens when the search engines find out about your misconduct and decide to bury or ban your site? What happens if the users start talking bad about your business and expose you as a cheater? While technical problems are relatively easy to deal with, how are you going to regain your face?
Search Engine Oracle will employ no tools that might damage your business. We refuse to have our name associated with spamdexing techniques.