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Search engines are keen to have a truthful (if not always complete) picture of available sites on the web. This can be for different reasons, but the noticeable underlying one is the almighty dollar. A more correct, and therefore helpful, index means a higher popularity among users, which means more users, which means higher advertising proceeds, and more submissions revenue (in the case of PFI - pay for inclusion - search engines).

This provides search engines a trade off. Search engines would like to index as much of the web as possible, yet they want their search results to be correct. This is the trade off that has formed the concept of spam. Unethical or ignorant webmasters use spam techniques to artificially boost the rank of their websites with search results pages, diluting the quality of search results, and thereby dipping the quality of those search engine results. This means that although the search engines are gaining larger indexes, their correctness is more questionable resulting in fewer users and falling revenue.

Because of this, search engines are continually researching spam techniques, and evolving their search algorithms in an attempt to prevent spammers from flooding their search results pages with irrelevant satisfied. Occasionally, they also resort to banning certain users or sites from accessing or submitting sites to their index for periods of time to prevent spam, although this is in tremendous circumstances, or where there is no "quick-fix" in an algorithm change.

Search engines are increasingly looking to embrace ethical SEOcompanies, and have made enthusiastic efforts to be seen to listen to the concerns of the legal SEO industry. This has made much more of a culture of openness with search engines than was apparent in the past, although a skeptic might say that this is also due to the move towards the PFI concept which makes SEO companies, and their clients, customers of the search engines. That aside, legitimate SEO companies are now in a strong position to influence the evolution of search engines, and indeed of their own industry by employing ethical tactic, and becoming valued search engine customers.

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