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Webmaster Guidelines from Google
A must read article for every webmaster. Official web master guidelines from Google. The original article can be found at http://www.google.com/webmasters/guidelines.html.
The parts which are useful for webmaster are
1. Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
2. Offer a site map to your users with links that point to the important parts of your site. If the site map is larger than 100 or so links, you may want to break the site map into separate pages.
Create a useful, information-rich site and write pages that clearly and accurately describe your content.
3. Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.
4. Try to use text instead of images to display important names, content, or links. The Google crawler doesn't recognize text contained in images.
5. Make sure that your TITLE and ALT tags are descriptive and accurate.
6. If you decide to use dynamic pages (i.e., the URL contains a '?' character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keep the parameters short and the number of them small.
7. Keep the links on a given page to a reasonable number (fewer than 100).
Below are some warnings from Google for improperly use of search ranking technology
1. Avoid hidden text or hidden links.
2. Don't employ cloaking or sneaky redirects.
3. Don't send automated queries to Google.
4. Don't load pages with irrelevant words.
5. Don't create multiple pages, subdomains, or domains with substantially duplicate content.
6. Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content.
These quality guidelines cover the most common forms of deceptive or manipulative behavior, but Google may respond negatively to other misleading practices not listed here, (e.g. tricking users by registering misspellings of well-known web sites). It's not safe to assume that just because a specific deceptive technique isn't included on this page, Google approves of it. Webmasters who spend their energies upholding the spirit of the basic principles listed above will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit.
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