First, a mini disclaimer! What should you not do when you are optimising a website?
Over optimisation Optimise a website 'too much' and you will be penalised for spamming. Don't use too many different keywords, nor include keywords too many times.
Bad external links Avoid link farms, free for all links etc. Check regularily that the sites you link to have not fallen into these categories. Also, if you are hosting several sites, multiple cross linking between them can be detrimental when they share a host.
Depend on flash Rely on flash or images and search engines won't be able to read your site. Google can't read Flash (yet) - so anything hidden away in flash won't be seen. Provide alternative text links when using flash. But, some people believe sites using some multimedia do have some extra weighting...
Frames As per flash, spiders tend not to be able to follow frames, although I have seen Google following Iframes.
Single pixel links Why would you have a link that visitors can't see? Because you are trying to trick the spiders. They will spot it and penalise you.
No good links Google will drop you.
Link Buying As this messes up the page rank, Google claims to class these against you when discovered. But then why are there so many Google Adwords adverts for these???
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