Proposed SEM Standards (Part 1)

There is no way that one person could hope to write an entire Standards document for an entire industry, so I'm breaking this down into smaller parts that I feel would be the most helpful to others.

In this case, the following is a proposed set of Standards for creating Standards. Yes, you need rules for making the rules. In the full Standards, this would be the first section.

Naturally, comments here or elsewhere (as long as you quote what you are commenting on so we are all on the same page) are welcome and actively encouraged.

More information on how Standards fit within and relate to a Code of Ethics and Guideines

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Search Marketing Standards

In accordance with the Search Marketing Code of Ethics, the following Search Marketing Standards reflect the general consensus of the search marketing community.

The Creation of Standards

All Standards outlined in this document and any amendments thereof shall follow the intent and purpose of the Search Marketing Code of Ethics, and no Standard that directly violates a principle of the Code of Ethics shall be created.

Interpretations and Guidelines for Standards shall also be made in accordance with the principles of the Code of Ethics.

Standards shall strive to be consistent, useful and clear.

Standards should be written in such as way as to not stifle innovation, creativity or informed professional judgement, while still providing for a coherent, consistent and authoritative frame of reference for the industry and the public.

Standards should be written in a manner that is respectful towards, but independent of, other stakeholders in search, such as website owners and search engines.

No Standard shall be created without the opportunity for debate and discussion within the entire search marketing community. Standards are necessarily independent of the organizations and companies promoting them, and discussion and debate cannot be limited to only members of a particular company or organization.

Standards Creation Process

All Standards proposals shall undergo assessment and debate within the search marketing community.

Method 1: A proposed standard is created and offered publicly for comments.
Method 2: A particular Guideline or Best Practice achieves such a consensus amongst the search marketing community that it begins to act as a de facto Standard. With community permission, it can be promoted to a Standard.

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Ian