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Every discipline needs standards. [url=http://www.sempo.org/]SEMPO[/url] was designed to create this, but i think they missed the boat a bit by not publishing results in a clear, userfriendly format.

Getting a clear listing of SEO best practices is good for the industry, and will help all involved utilize the industry better.

To be effective I believe SEO standards should be broken down into components such as:

On page optimization
Copywriting
Website architecture

Off page optimization
Linkbuilding
Directories

Clients must be told the differenence in what will be done to their website, and what will be dont on other sites/directories/advertising mediums that will affect their website.