Search Engine Optimization is not an exact science but a continuous process which continues all the way towards ranking top on majority of Search engines and continuous then onwards to remain on top. The fact remains, though, that search engines were designed for information purposes and they are designed to give its customers the best results and not to help the webmasters to bring in traffic to there websites and so you should design your site in such a manner that when Search engine finds it relevant for its customers and avoid using techniques that are considered spam. Tricks that can be considered as spams and needs to be avoided are:- Forums Unfortunately, some forum participants make comments in forums only in an effort to publish links back to their own sites in signatures. This may be acceptable if the user provides help or assistance to another member but many members just gives no relevant content and increase no of posts and backlinks in there signatures. Domain Spam Probably the most popular spam technique today involves creating and hosting a number of Websites. These sites rarely have any intrinsic value other than providing ranking support for the owner's main Website. Duplicate Domains/Content More than one domain contains the same content. Now the question arises what is duplicate content. If I display a news ticker from BBC is that considered as duplicate because there may be lots of webmaster who has the same ticker. No its not duplicate but if I copy the same file to two different domains that’s what is duplicate content. Link Spam and FFA Don't participate in link schemes designed to increase your site's ranking or Page Rank. In particular, avoid links to web spammers or "bad neighborhoods" on the web as your own ranking may be affected adversely by those links. Irrelevant keyword rich stuffs Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. Don’t use the content rich in word “Microsoft” when you are no where connected to it. Links in No Script Tags Links inside comment and other tags like noscript tag which are not displayed on the screens or by text browsers can be considered as spams and should be avoided. Doorway pages A web page designed to rank well on a specific search engine for a specific keyword phrase. These pages usually rely on frequent repetition of the keyword phrase, and often try to "trick" search engines into ranking them well. Less Number of parameters in Dynamic pages If you decide to use dynamic pages, be aware that not every search engine spider crawl’s dynamic pages as well as static pages. It helps to keep the parameters short and the number of them small. Web server Configuration Make sure your web server supports the If-Modified-Since HTTP header. This feature allows your web server to tell Search engines whether your content has changed since Search engine last crawled your site. Supporting this feature saves you bandwidth and overhead. Robots.txt Make use of the robots.txt file on your web server. This file tells crawlers which directories can or cannot be crawled. Avoid the directories and files that are not relevant to Search engine crawls. This files are files used for user registration, admin panel, etc. DHTML Layering and Hidden Text Text hidden by layers of DHTML to increase the keyword density of the keyword on that particular page can cause more harm then we can think of. Redirects Avoid using redirects but if redirects are necessary use 301 redirects in .htaccess file. This should be permanent redirect rather than temporary. Automated Search engine submission tools Don't use unauthorized computer programs to submit pages, check rankings, etc. Such programs consume lots of resources. Different Content for Bots/SE Avoid different sites for bots and users as this can be considered as spams and can be penalized. Other Miscellaneous stuffs to be avoided Tricking users by registering misspellings of well-known web sites More than 100 outgoing links keep the links on a given page to a reasonable number (fewer than 100). Check for broken links and incorrect HTML. This article is written by Shabbir Bhimani and is posted at www.go4expert.com If you want to put this article on your site you need to include the above line.