...scammers and has-beens won't damage the profession. If SEOs want to be on an equal footing with marketers (and receiveequal respect), then we need to consistently demonstrate ROI. Standards can eliminate the worst of the worst, but...
http://www.seomoz.org/blog/what-makes-an-seo
Dennis Anderson Paul Bercow Keith Carter Tom Covalla Jim Crosskey Patty Dudek Peter Goss Gary Hand Wendy Ling Dave Locke Karen Momenee Mark Pozefsky Sandeep Singhal Keith Taylor John Turek IBM Pervasive Computing IBM WebSphere Everyplace Table of Contents 319.2 Everyplace Suite Console 319.
http://www-900.ibm.com/cn/support/library/sw/download/wes.pdf