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http://www.sitepronews.com/2013/07/01/if-seo-is-dead-long-live-search-engine-de-optimization/

Google Penalties – Individually Small but Cumulatively Damaging

Reduce the risk of an “over-optimization” penalty on your site’s content. The first thing to do is skim through the content on every page, revising any elements that could potentially be seen as over-optimization. There’s a growing consensus that the following items may create a cumulative impediment to top rankings: *2

Hyperlink Titles – use of the title=”" element in links containing text with exact-match keywords/sentences. Use link titles with caution, apparently, it’s indicative of over-optimization and Google may penalize you for it.

Internal Links – avoid exact-match keyword phrases in internal links. It may also signal over-optimization. Consider replacement with the somewhat more natural Read more, More info, Click here etc.

Image Alt Tag – adding concise text pertinent to the image is permissible. Adding targeted exact-match keywords, promotional texts, sentences or sales pitches is not.

Bold emphasis on keywords – restrain the use of this technique and only apply it where it makes sense to emphasize a point, not to promote a targeted keyword phrase.

Keywords Tag – not used by Google et al any more, and its presence may potentially be seen as an indicator of over-optimization efforts.

Description Tag – zero SEO traction. In some cases, Google says that not generating descriptions on page may actually deliver a better SERPs outcome. That’s because the description Google displays will vary and highlight the keywords in the searcher’s query. If comprehensive and well-written, the same post may rank for multiple terms, thus variable descriptions may increase click-through.