Don’t employ anyone that claims to have a magical, foolproof technique that will help to get your site to the top of the SERPs. The only way to rank well is to put in the groundwork over time.
Over the two years since Panda was phased in, it has been considered poor form to buy content from a ‘farm’ (defined as “sites with shallow or low quality content”). If your content is poorly researched, light on detail or exists mainly to fill up the page, employ a professional rewrite it.
Advertising is OK when treated as a secondary concern. Ads should never dominate the page content or play second fiddle to an article or blog.
Even if you don’t steal content, someone else could steal yours. This is troublesome, since getting the content removed could involve filing multiple DMCA takedown notices or pursuing sites in court. If you’re penalized for this, try asking Google to remove the stolen content.
You may have innocently purchased a domain with a bad history, and that could cause you problems when you try to build a new site around it. Unfortunately this is often a dead end street; you may be best cutting your losses and buying another domain rather than throwing more money at the problem.
Google wants to see content that references other content of a similar standard. If you don’t share the love, it might look like an attempt to attract traffic unnaturally.
Google can normally detect a valid link between your mobile site and your website. If it’s poorly designed, it may not. Make sure the mobile site is sent to a device where the user agent is set to mobile. Matt Cutts also suggests using a separate subdomain.
Google is waging war against some of the keywords most frequently appearing in spam sites. ‘Payday loans’ is a good example of a keyword that has already been targeted, although some people feel that it could do more. If you legitimately operate in an industry that’s rife with spam, expect to be caught in the crossfire.
Don’t be sneaky and put links into script files. Google is much better at analyzing scripts and picking out weird links that shouldn’t be there.
Your site NEVER deserves this penalty – but it is something you should know about. If you’re really unlucky, an unethical competitor may try to shove your site down the SERPs by getting it penalized. The most common cause is a malicious backlink campaign.