Search Engine Optimization and Ethical Leadership Strategies

  • Francisco J. Lara


The information technologies and media organizations embody the twin challenges of business ethics and leadership strategies. This chapter study of ethical leadership strategies (ELS, in advance) in media company management and their relationship with the search engine optimization (SEO, in advance). Analysis of the strategies and tactics used in the SEO and its results in the medium and long term. Comparative of ethical and unethical behavior in organizations based on information technologies. Deep studies through the strategies followed by search engines recognized in the market for information management. Analysis of the correlation between ethical behaviors in Web positioning strategies, and tangible and intangible results at information based organizations. This correlation would partly explained by a number of key factors such as integrity, commitment, people orientation, and transparency in communication. Finally, this chapter establishes a user guide that enables companies to have basic reference information on which to act at the strategic and operational on the SEO of your organization, taking into consideration the ethical codes of behavior.


Search engine optimization Ethical leadership strategies 


  1. Brown ME, Treviño LK (2006) Ethical leadership: a review and future directions. Leadersh Q 17:595–616CrossRefGoogle Scholar
  2. Carrol N (2010) Search engine optimization and user behavior. Encyclopedia of library and information sciences. Taylor and Francis Publishing, London.
  3. Ciulla JB (1998) Leadership ethics: mapping the territory. In: Ciulla JB (ed) Ethics in the heart of leadership. Preager Ed, New YorkGoogle Scholar
  4. Ciulla JB (2000) Why ethics is important in business leadership. In: Mele D (ed) Roots ethical leadership, EUNSA, PamplonaGoogle Scholar
  5. Cutts M (2010) How search works.
  6. Freeman RE (1994) The politics of stakeholder theory. Bus Ethics Q 4(4):409–421CrossRefGoogle Scholar
  7. Freeman RE, Stewart L (2006) Developing ethical leadership. Business Roundtable Institute for Corporate Ethics, University of Virginia.
  8. Gonzalez A (2011) Google and SMEs: 21 case studies of success. Conference on ICT gedes conference. Universidad Politécnica de Valencia.
  9. Lara FJ (2012) Search engine optimization and ethical leadership. In: Aynat A et al (ed) Management positioning in online markets. UPV—International Research Book Edition. ValenciaGoogle Scholar
  10. Melé D (2012) Management ethics: placing ethics at the core of good management. IESE Business Collection. Palgrave Macmillan, LondonGoogle Scholar
  11. Rost JC (1995) Review of spirit at work: discovering the spirituality in leadership. J Leadersh Stud 2(2):158–160CrossRefGoogle Scholar
  12. Sullivan D (1996) The search engine report. The search engine watch, N.1 Accessed June 2012
  13. Treviño LK, Weaver GR (1994) Business ETHICS/BUSINESS ethics: one field or two? Bus Ethics Q 4:113–128CrossRefGoogle Scholar
  14. Trevino LK, Brown M, Hartman LP (2003) A qualitative investigation of perceived executive ethical leadership: perceptions from inside and outside the executive suite. Hum Relat 56(1):5–37CrossRefGoogle Scholar
  15. Treviño LK, Butterfield K, McCabe D (1998) The ethical context in organizations: influences on employee attitudes and behaviors. Bus Ethics Q 8(3):447–476CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  1. 1.Catholic University ValenciaValenciaSpain

Personalised recommendations