Things to avoid

Ethical search engine optimization

If you've read the other pages, you will have come across ethical search engine optimization before. The basic principles include that you tell the search engine what your site is about and that you show the search engine the same site that you show your users. Breaking these rules can get you banned from search engines and there are a variety of automated and by-hand processes to check on this.

Google webmaster guidelines

Google's guidelines, linked here, contain a clear set of rules to follow:

Avoid hidden text or hidden links
Don't use cloaking or sneaky redirects
Don't load pages with irrelevant keywords
Don't create multiple pages, subdomains, or domains with substantially duplicate content
Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content