In the era of AI, ethical SEO is no longer optional; it is essential for the survival of both your business and the entire industry. Ethical SEO goes beyond white-hat tactics: it’s about building trust through transparency and integrity—not only in our SEO practices and strategies but also in client interactions and industry-wide behaviors.

Even though we’ve left behind the outdated and shady black-hat techniques of the 2000s, amidst the current AI hype, there’s a real risk that the methods and technologies we use might not be as ethical as we think. This can lead to unsustainable results and a breakdown of trust in client relationships.

In this talk, I’ll delve into what ethical SEO means in 2025—not just in terms of strategies and client relationships but also in shaping better industry practices. Most importantly, I’ll show how to embed ethical principles into SEO strategies to deliver truly lasting results and satisfied clients.

As AI-driven disruption accelerates, ethical SEO isn’t just about survival—it’s the blueprint for thriving in this fast-evolving landscape and emerging as a winner.

You’ll walk away with a clear understanding of:

• What ethical SEO means in 2025 and why unethical practices and black-hat methods no longer work.
• The tangible benefits ethical SEO brings to both your clients and your business.
• How to ensure your SEO practices are ethical and which areas require particular attention to integrity and transparency.

Jutta Lehtinen an experienced SEO expert from Finland with nearly 15 years of experience in digital marketing and search engine optimization. She is the founder and CEO of SEO-Akatemia, which she has led since March 2022. Throughout her career, she has managed the SEO for websites of hundreds of companies of various sizes and industries, investing countless hours in SEO training and coaching.

Her expertise includes technical SEO, content SEO, and link building. She optimizes website structures and loading times, creates and optimizes relevant content, and develops effective link-building strategies to enhance the authority and visibility of websites. Additionally, she offers customized SEO strategies and consulting services tailored to the specific goals of her clients.

Jutta Lehtinen’s mission is to demystify SEO and make the industry more ethical. She advocates for inclusive and reflective SEO practices and emphasizes the importance of authentic customer interactions. Her goal is to make SEO more accessible and understandable, particularly for small business owners and female founders. She views effective and sustainable SEO work as a creative process that combines strategic thinking, deep business understanding, and authentic customer interactions.

With an academic background in media studies from the University of Turku, Jutta Lehtinen has utilized her extensive knowledge and practical approaches to make a significant contribution to the SEO industry. She is a sought-after speaker at various events and enjoys sharing her experiences and insights with a wide audience.