Quality guidelines – basic principles from Google

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

Avoid tricks intended to improve search rankings. A good 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 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. Google does not recommend the use of such as WebPosition Gold™ that send automatic or programmatic queries to Google.

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