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Write great content.
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Write unique content.
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Create a great keyword phrase.
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Write an accessible site.
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Use the keyword phrase in your title tag.
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Use the keyword phrase in your title tag.
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Use the keyword phrase in your URL.
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Use your keyword phrase a lot, but not too much.
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Use your keyword phrase in headlines.
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Use your keyword phrase in anchor text of links.
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Try to get links from reputable sites.
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Keep your site live as long as possible.
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Create a sitemap
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Write a descriptive meta description
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If you must use Flash, always include alternative text
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Don't link a lot to external sites
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Don't use images instead of text links
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Don't misspell your keywords in your content
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Don't try to optimize for more than 2-3 keywords and phrases
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Don't use your keyword phrase too much
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Don't have more than 10 words in your URL
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Don't link to link farms
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Don't create pages of links
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Don't have broken links on your site
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Don't use the meta refresh tag to redirect users
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Don't use 302 redirects
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Don't duplicate content on your site
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Don't write bad or incorrect HTML
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Don't use frames
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Never redirect to another domain
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Don't Use Doorway Pages - Your Site Will Be Banned
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Don't Cloak Websites - Your Site Will Be Banned
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Never display different content to a spider than customers