As Google reminded all of us last February with their "Panda/Farmer" algorithm change, search engine optimization will continue...
Looking back at some of the SEO news that took place in 2013, we have created a list of SEO tips for what not to do in the coming year. These are:
* Don't buy into the idea that any inbound link is good thing. Secondly, don't subscribe to the pitches that promise thousands of inbound links within hours or days.
For proof, look at JC Penney's link buying fiasco in early 2011. In that one, JC Penney hired a firm to create links from any and all sources possible. Plumbing sites linked to pages about dresses, construction sites linked to pages about women's shoes and the list went on from there. Google brought hammer down once the scheme came to light and the company was suddenly faced with pages that were buried and a PR nightmare.
* Don't pump out low quality and/or duplicate content. Google's Panda/Farmer algorithm update targeted both of these types of content which didn't have too much of an effect on most sites but effectively wiped out those that had built rankings on low quality and duplicate content.
* Don't be tempted by black hat SEO - It's going to be harder to get away with and getting discovered is never a good thing. Just ask Overstock to see how their plan to buy .edu links worked out. Like JC Penney, the scheme came to light and Overstock paid for it in falling rankings and PR problems.
Generally speaking, trying to manipulate rankings or trick the search engines is not going to end well. Following these SEO tips, earn your rankings honestly and you'll be rewarded. You'll also sleep better.