Quality guidelines – basic principles from Google

Make for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking.”

tricks intended to improve search rankings. A rule of thumb is whether you’d comfortable explaining what you’ve done to a that competes with you. Another useful 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 spammers or “bad neighborhoods” on the , as your own ranking may be affected adversely by those links.
Don’t use unauthorized computer programs to submit pages, rankings, etc. Such programs consume computing resources and violate our of Service. does not recommend the use of products such as WebPosition Gold™ that send automatic or programmatic queries to .

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