hi all,

SEO is unethical when one deliberately make an URL to be over-populated.. but this also means that Google's pageRank algorithm has flaws to it.. not technical flaws but ethical flaws.

however, it is ethical when you pay for it.

There is a new comer www.become.com saw this as an opportunity to provide a better, well, I would say well-defined search engine and hope to tackle Google.

The core of become.com is its AIR algorithm; affinity index ranking, it differs from Google’s PageRank algorithm in two ways. First, when AIR assesses the importance of a given Web page, it takes into account the topics of the pages linking to it.(PageRank considers some elements of the context surrounding an incoming link, but not the page’s overall topic.) AIR rewards pages that have on-topic incoming links. Second, AIR penalizes pages that have outgoing links to off-topic pages (PageRank does not examine a page’s outgoing links.) AIR’s dual process of rewarding and punishing pages based on the primacy of a specific topic means that the top search results for a query like refrigerators will be those closely related to buying a refrigerator, not necessary those with most incoming links, as with PageRank.

which means they actually define two types of link to a web site.
1. incoming link
2. outgoing link

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