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Quality Guidelines from Google

These quality guidelines cover the most common forms of deceptive or manipulative behavior. The basic quality guidelines include:

  • Avoid Cloaking: Cloaking is a black hat search engine optimization (SEO) technique in which the content presented to the search engine spider is different to that presented to the users' browser.
  • Black Hat Techniques: Avoid black hat tricks intended just to improve search engine rankings.
  • Avoid Bad Link Exchange Program:Avoid link exchange to bad neighborhoods on the web, as your own ranking may be affected adversely by those links.
  • Avoid Hidden Text/Links:Hidden text is computer text that is displayed in such a way as to not be easily readable. Hidden text is most commonly achieved by setting the font color to be the same as the background color, rendering the text invisible unless the user highlights it.
  • Use Your Keywords Properly:You must use your keywords to its fullest like in Meta Tags, Alts, Content and more.
  • Avoid Duplicate Content:Don't create domains with substantially duplicate content.
  • Avoid Doorway Pages:Doorway pages are web pages that are created for spamdexing; this is, for spamming the index of a search engine by inserting results for particular phrases with the purpose of sending visitors to a different page. They are also known as bridge pages, portal pages, jump pages, gateway pages, entry pages, zebra pages and by other names as well.
These are some basic principles/guidelines to create an SEO friendly website. To know more in detail please visit here.