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1) Do not try to trick the search engines
2) Do not repeat your keywords over and over again. Use your keywords in a natural sentence and where it seems appropriate. Over using keywords is called "Spamming" or "stuffing" and the search engines hate spam too.
3) Do not try to hide your keywords (eg
make words the same colour as background)
4) Do not use frames
5) Do not use flash for your whole site (some flash is ok, but not for your whole site)
6) Do not include words in your images
7) Do not use too much JavaScript (or put it in an external file if you do)
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