Code of Ethics
This is not a page to tick a compliance checkbox so that I may increase E-E-A-T, though I'm glad it does that too. It's a declaration of the values that govern my work — in search marketing, consulting, research, content creation, and everything in between.
Integrity Is Not a Value
The Merriam-Webster definition of integrity reads: "firm adherence to a code of especially moral or artistic values."
Read it again. Integrity is not a value in and of itself. It's an outcome — a function of commitment (adherence) applied to your values.
The set of values is the core. Commitment is the way. Integrity is what emerges when you hold both.
So the question goes back to the heart of what I call the Entrepreneur's Compass: what are your values?
Mine:
- Truth
- Love
- Generosity
- Service
- Forgiveness
For I know they're the way to stay away from evil and get closer to God, and to my fellow living beings on this Earth.
Everything below flows from these five.
The Hard Line
If it's illegal or unethical, I won't do it. Full stop. That's the hard line — and it applies regardless of what Google thinks about it, regardless of how much money is on the table, and regardless of whether anyone would ever find out.
The line of what's "unethical" — even if legal — is the line most people already know: don't cheat people, lie to people, or steal.
Everything else is a question of risk, reward, rules, and context.
SEO Ethics — The Color of the Hat
Whether Google approves of a technique or not is a secondary question to the one above. Once the ethical and legal line is clear, Google's guidelines become a risk assessment — not a moral compass.
That assessment gates through a second question: is this for a client, or for myself?
For Clients
I present data, risk, rewards, rules, and caveats — and they make their own informed choices based on that. My job is to make sure the information they receive is honest, complete, and clear enough for an informed decision. For as long as none of them ask me to do something illegal or unethical, we can do business.
I will not guarantee specific rankings, traffic, or revenue outcomes. Anyone who does is either uninformed or dishonest. I won't be either.
For Myself
Same principles, but with a higher risk tolerance — because I want to actually learn how far things can be pushed, and I bear all the consequences. My own properties are my lab. Some experiments work. Some don't. That's the point.
AI Use
I use AI extensively. For research. For illustration. For image generation. For content drafting and editing. For website code. For technical configuration. The vast majority of this site is AI-assisted in one way or another.
What's mine is: the thinking, creativity, vision, choices, experience, methodologies, frameworks, and the writing of essays.
I'm not in this world to surrender my brain to AI. But if it can write all the code and generate the images I have in my head — go for it.
This is not a disclaimer. It's a statement of how I work. The AI is the instrument. The human is the musician.
How This Content Was Made
I'm from the south of Spain, English is my second language, and I speak at roughly 285 words per minute. That's how most of the content on this website begins — as spoken words.
Essays, frameworks, and research notes started as voice recordings: conversations with AI assistants, spoken reflections, and interview-style sessions where I talked through ideas out loud. Those recordings were then transcribed, structured, and refined with the help of AI tools into the written content you see here.
Naval Ravikant called English the new programming language. He's right. I speak my site into existence, and AI handles the compilation.
The thinking, experience, and editorial judgment are mine. The processing — transcription, drafting, restructuring, code, and image generation — involves AI at nearly every step. This is how I work, and I'm not going to pretend otherwise.
Disclosures
All disclosures are intentional. Any misses are accidental and will be corrected if a kind person lets me know. This includes:
- Affiliate links — if I earn a commission, I'll say so
- Sponsorships and partnerships — if money or value changed hands, I'll say so
- Credited methods and terminology — if I've been exposed to someone else's work and it shaped mine, I'll credit them in the appropriate light and context
If I arrive at an idea or framework and someone else arrived there first and I was unaware of them, I'll mention it when I'm made aware. Just because Aristotle had his episteme → poiesis doesn't mean I won't call TISEL "my" framework. But if you got there before me and I didn't know — tell me, and I'll acknowledge it. That's what Truth requires.
Accountability
If you believe I've fallen short of any standard on this page — or if you've found something on this site that contradicts what I've written here, kindly tell me.