So how do you get to the top of Google’s search results, without being fined or penalized? The best way is to not break any Google guidelines. Avoid these techniques to stay out of trouble with Google:
Don’t create more than one web page targeting the same keyword. Don’t use nofollow tags. Don’t use hidden text. Don’t place links in your footer. Don’t make irrelevant links. Don’t use meta tags. Don’t create duplicate content. Don’t make excessive use of keywords. Don’t use keyword stuffing. Don’t generate low quality content. Don’t use profanity. Don’t hide your backlink profile. Don’t misrepresent your site. Don’t submit questionable links. Don’t use robotic software for link building.
Also, don’t worry about algorithm updates – Google says that you won’t be negatively impacted until Google updates their algorithms.