As far as what NOT to do, there are several SEO methods that search engines consider to be unethical search engine optimization techniques. You might realize some benefit using these techniques; however, your site will be eventually banned from search engines.
- automatically generated doorway pages - This once-acceptable method of directing traffic to your website is now seen as multiple pages with same content.
- cloaking and false redirects - Sending visitors to different pages than the search engine robots visit; putting another highly ranked site within frames on your site; hijacking visitors to legitimate sites. Cool Tip: Watch autosurfs for this trick.
- keyword stuffing - please view this blog post on Advertising for Success about Splogging for information about blog spam.
- hidden text or hidden links - Placing keywords or links in white text on white background, or black on black background.
- misspelling of well-known web sites - For every known site, there is at least one misspelled knockoff site or the same site ending with another suffix (.net, .org, .ws). Beware of knockoff financial sites which might actually steal personal information if you try to login. Cool Tip: Do not ever follow a link in an email to a financial site.
- unrelated and centralized link farms - What do auto parts and medical products have in common? Nothing. Your incoming links should be related to your site content.