1. DON'T DUPLICATE: Don't flood a search engine with many of near-duplicate pages trying to dominate every keyword search relating (or not relating) to their site. You want to stay clear of the dupe-checkers search engines use to weed out excessive duplication of pages.
2. DON'T CLOAK OR RE-DIRECT PAGES Cloaking software basically delivers different pages to visitors and search engines. What this software does is mask the true page from being indexed by the search engines.
3. DON'T OVERFILL YOUR PAGE WITH KEYWORDS If you go overboard on keyword stuffing a search engine may deem your page as spam. So what is the magic number of keywords and what are the right keywords to use. This is where Unravel expertise and technology really begins to shine against the rest.
4. DON'T STEAL CONTENT Its OK to seek inspiration or basic ideas from top performing websites but like your school said "if you plagiarise you'll get punished". In most instances copying content from another website is in breach of copyright. If you wish to use someone else's content you will need explicit approval from the webmaster or website owner. Unravel are able to assist you in finding websites that may be in breach of words or phrases that have been stolen from your website.
5. DON'T BUILD IRRELEVANT GATEWAY PAGES Search engines shy away from the practice of overtly building gateway or doorway pages in an effort to improve search engine ranking. Whilst generally speaking every page you build is built to be listed on search engines this is not a a hard and fast rule. What Unravel ensure is that your pages are relevant to the search query and your customers expectations. Here again we encourage relevancy and targeting of content to ensure pages remain search engine friendly.
6. BUILD MULTI DIRECTIONAL LINKS Search engines appeal to websites which have links in many directions. If you have a website that is a basic one directional linking websites your site wont be banned search engines just wont like it so much.
7. DON'T SUBSCRIBE TO LINK FARMS Building a good link popularity score is essential to improving your web rankings. So often is the temptation is to sign up to a "link farm" which is designed to add hundreds of largely irrelevant links to your site. Search engines like Google have identified many of these sites and if you are caught linking to one of these sites you have a good chance of being penalised by Google. Unravel employ a combinations of best practice link building techniques to ensure quality link building.
8. DON'T OVER SUBMIT URL'S Unfortunately search engines don't disclose what the limit is to the number of times you can submit a website. Unravel employ safe re-submission time lines and practices, like resubmitting with new content, so your pages have the best chance at being reindexed.
About the Author
Ben Lovie is the Director of http://www.unravel.com.au Unravel applies modern marketing principles to SEARCH! http://www.unravel.com.au/ethical_search_engine_marketing.html