Website
Optimisation
Website Optimisation has come to mean exactly the same as search engine optimisation.
However website optimisation does include additional factors such
as correct coding, image sizes and navigation.
Google very helpfully publishes a complete guide to website optimisation.
Design
and content guidelines
Technical guidelines
Quality guidelines
Quality guidelines - basic principles
Quality guidelines - specific guidelines
Things to Avoid
"Don't fill your page with lists of keywords, attempt to "cloak" pages,
or put up "crawler only" pages. If your site contains pages, links,
or text that you don't intend visitors to see, Google considers those links and
pages deceptive and may ignore your site."
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