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The Role of Corporate Governance in Shaping SEO Policy

Abstract This Article examines the critical role of corporate governance in developing and enforcing ethical Search Engine Optimisation (SEO) policies. As SEO becomes central to corporate reputation, the risk of unethical tactics (e.g., link farms, cloaking) necessitates strong oversight. This paper argues that board-level involvement is crucial for setting ethical standards, establishing accountability, and ensuring transparency. By integrating digital strategy with core governance principles, companies can effectively manage SEO-related risks, such as regulatory penalties and reputational damage. The analysis highlights the functions of internal controls, compliance reporting, and transparent communication, drawing on examples from companies like J.C. Penney and Expedia. The paper also identifies significant gaps in the current literature, including a lack of empirical data on board engagement with SEO, ambiguity in defining 'ethical' practices, and insufficient research on the role of organisational culture. It concludes by calling for future research to address these areas, underscoring that robust governance is fundamental to building long-term digital trust and performance.