Do not duplicate Heading Tags
Use the heading tags (h1, h2, h3 etc) "honestly" to portray the importance of your key phrase for the page. Do not overdo it by repeating or creating more heading tags just to show more occurrences of the key phrase making your page looking strange and stupid to the user and "tricky" to search engines.
Do not insert invisible text on your web pages
This is typically used to increase the keyword or keyphrase frequency on a page. The users wont see these words, as they would be is the same color as the background (there are many other techniques used by people to achieve this). Search engine spiders are now smart enough to detect such tricks and use it ONLY if you want to be banned from the engines!
Do not create Doorway Pages or Gateway Pages
People create multiple pages that do not have any useful and relevant content but are just created to make them keyword heavy and get top ranking. Once a user lands up on the site, he may be asked to go to the main site. This practice was widely used earlier and is still in use at this moment also, but search engine spiders can now detect this spam and you may get penalized heavily for it.
Do not abuse the "Redirects"
Redirects, as the name suggests, are used to direct a visitor to another page. When a user looking for some information is shown a certain page by the search engine visits that page, he is redirected to another page that may or may not be relevant to the search. Some people use this technique to get visitors on some well optimized page and redirect the user to a page with totally unrelated topic. Search engine spiders can detect this very easily and may just not index that page at all.
Do not stuff the Alt Tag
Avoid adding unnecessary or repetitive keywords into the Alt Tag (alternative tag - used for showing text when you move the mouse over images).
The Alt Tag is meant to be a textual description of the image it is attached to. There is nothing wrong with tailoring the Alt tag to meet your keyword goals IF the tag is still understandable and if the change still appropriately describes the image. The offense occurs when an Alt tag has obvious keyword repetition/filler that a search engine can key in on as Spam.
Do not stuff the Comment Tag
Use Comment Tags to include useful design comments and not to artificially increase the keyword count for targeted phrases. This technique will not help an SEO campaign. Such tricks will either be ignored or hurt your site.
Do not give too much importance to Meta Tags
Yes, they are important elements to be considered in the SEO process, but nothing is more important than the body content itself. Most search engines now do not even look at the Keyword tag. Tags should be used just as indicative pointers to what is really contained in the page. Your body content should be much more descriptive and very informative of what is mentioned in the tags. Just meta tags and no body content will not do much good to your search engine positioning.
Do not use Duplicate Content
Some people will just create websites and create duplicate pages to obtain higher search engine rankings. This just eats up search engines bandwidth by providing it the same information more than once, which adds no value from the search engine perspective. From your website visitors point, the two pages mean the same and hence not useful to them -- it may be confusing for all you know!
Do not create your pages using any automation
Do not use software tools that create web pages on the fly using predefined body text, keywords, images etc. These pages will typically be mechanical in nature and may resemble "duplicate" pages, which is not a good thing to have on your site. Creating pages by hand, using the appropriate mix of keyword phrases and the right format will do you a lot of good. This way your pages will also have unique content tailored for the page for those keywords.
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