Don?t use hidden text or hidden links
Any content or link that is presented differently to the visitors and search engines is categorized as Hidden text or Hidden link. Text is hidden in several ways so you should avoid following things:
Don?t use white text on white background
Don?t use text behind an image
Avoid using CSS to hide the text
Avoid using smaller fonts
Don?t use tactics like keyword stuffing or cloaking
Avoid using keywords in excess. Use keywords only at relevant places. Don?t overload your website with keywords just to improve your search engine rankings. Focus on to provide informative content to the users.
Avoid sending automated queries to Google
Google says ?Google?s Terms of Service do not allow the sending of automated queries of any sort to our system without express permission in advance from Google. Sending automated queries absorbs resources and includes using any software (such as Web Position Gold?) to send automated queries to Google to determine how a website or webpage ranks in Google search results for various queries.?
People send automated queries to Google using some software programs to improve their rankings. This might have been done deliberately or accidentally. Avoid using any unauthorized computer program to submit your pages or to check rankings.
Avoid duplication of content
If two or more URLs have large part of identical content then it is known as duplicate content. If duplication is not done deliberately then there are options available to overcome this problem. You can canonicalize your site by indicating your preferred URL to Google. The best way to fight against duplicate content is to establish a 301-redirect from duplicate page to the page with original content.
Avoid creating pages with malicious behavior
Malicious behavior refers to the inclusion of viruses, worm, spyware or Trojan horses on your webpage for phishing purposes. These malware are intended to harm search engines and visitors? computers. You could be penalized for using such malicious content.
Avoid creating doorway pages
Doorway pages are one of the deceptive practices used to manipulate search engine rankings. These are poor-quality pages created to target specific keywords or phrases. They redirect the users to a single destination through cloaking. Such pages are very frustrating for users. Google can take action against such sites and remove them from Google index.
Impact of Penguin update is not completely known yet. It is better to improve the quality of your website content and avoid using black-hat tactics.
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