• Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you. Another useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?"
  
  
• Don't participate in link schemes designed to increase your site's ranking or PageRank. In particular, avoid links to web spammers or "bad neighborhoods" on the web as your own ranking may be affected adversely by those links.
  
  
  
• Don't use unauthorized computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate SE terms of service.

• Avoid hidden text or hidden links.
  
  
• Don't employ cloaking or sneaky redirects.
  
  
• Don't send automated queries to SE.
  
  
• Don't load pages with irrelevant words.
  
  
• Don't create multiple pages, subdomains, or domains with substantially duplicate content.
  
  
• Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content.
  
  

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