Top 3 Guidelines for Avoiding Google Penalties
You can take steps to minimize the factors that contribute to SEO penalties. Here’s the top 3 guidelines to avoid a penalty:
Don't buy links. Links passing SEO value to your site should look natural. Make sure a "nofollow" attribute is added to any paid links (such as ads) and stay away from link schemes.
Don’t overuse keywords. Stuffing your content with exact repetitions of a key phrase can hurt your search engine rankings. Keywords are important, but use keywords appropriately in a natural-sounding way.
Make original, quality content. You must have unique, high-quality web pages to rank.