What Not to do ...

The FUNDAMENTAL NO-NOs

• Do not use Hidden Text or Hidden Links
• Do not use cloaking
• Do not use hidden re-directs
• Do not send automated queries to Google
• Do not stuff or load pages with irrelevant keywords
• Do not create pages or websites with Duplicate Content
• Dont allow or use malicious tecniques to gather data or affect the user expeience of your site
• Specifically dont use Trojans, Phishing or Malware or allow downloads of same on your site
• Do not use Doorway pages
• Do not use affilliate or viral methods that dont add value to your site
• Do not try to fool Google in any way!

Google are happy for SEO companies to help make their clients' websites more useful and search engine friendly but have stated that the above points will get you absolutely nowehere and WILL adversely affect your position in the SERPS when you get caught.

 

We will get your website thousands of inbound links

Many companies advertise that they will make your site number one in Google by increasing the number of inbound links. While its true that genuine inbound links will greatly help your rank in the SERPS, the opposite is also true; fake links from people who create link websites (link farms) simply to fool Google et al into believing your website is more popular than it really is... will get you demoted or banned. The Search engines treat as suspicious the following indicators of fake inward links:-

• Your website get a lot of additional inbound links a very short time.
• Many links that point to your website are from unrelated websites or blog comments.
• Your web pages contain hidden links.
• You get links from links farms or automated link exchange systems.
• Paid links point to your website.
• Known spammers link to your website.
• Your website links to known spammers.

If you are using such techniques or employ someone to use such methods the search engine people say ...

"When probable manipulation is detected, a spam rank factor is applied to a site, depending upon the type and severity of the infraction. If the spam rating is high, a site can be penalized with a lowered rank. If the violations are egregious, a site can be temporarily or even permanently purged from the index."

 

More less obvious Problems you should avoid in Ethical SEO work

RECIPRICOL LINKS

When someone gives you a link because you gave them one (and vice versa) it is called recipricol linking (link swaps). Google does not give as much credence to Recipricol Links as it does to "real" links when someone unsolicited reccomends your website. There are exceptions and Google remains pragmatic on the subject allowing a little leeway in cases such as Press Clippings EXAMPLE: Click here to see what the Womans Weekly News Daily says about us. Matt Cutts, an engineer at Google, suggests using only your best press links ( your favourite ones) and NOT every single mention. Matt Cutts Video on Recipricol Links

NON-SAFE WORDS

Google participates in safe web surfing so that its results can be filtered to exclude non-safe words and images - its called Safe Search and can be switched on and off in the Google Preferences. It follows then that if your website uses words that could be misconstrued by Google's Search Programme as "grown-up words" when it scans your web page, then its likely the mention of non-safe words will adversely affect your page when the general public use Safe Search. What is not generally known is that by default (if you dont change the Google Preferences) then your search results will be filtered using Safe Search set to Moderate Filtering. However Google have said many times that one or two words here and there (medical context, education or art etc) will not automatically exclude you from a specific band of results. For example Childrens Books are becoming more explicit in their content and are specifically designed to reach a younger audience. Its logical to assume Google would like to remain impartial here and go with the consensus that a book is suitable for children and not block the review or whatever bcause it contains a few naughty words.

NEVER USE UNETHICAL SEO

Back to Ethical Search Engine Optimisation Guide by Calco UK Ltd - an ethical SEO company.

Google References :
Google Webmasters Forum Google SEO General Help Pages
Google Webmasters Forum Find reasons why your website might have dropped off the SERPS or fallen suddenly in rank
Google - Please Reconsider My Website - I have got rid of all the non ethical techniques

Part 1 : SEO secrets
Part 2 : SEO Fundamentals Good advice for Ethical SEO
Part 3 : Ethical SEO : What to avoid