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Link buying.
Never buy links. Never buy links. The search engine companies work hard on exposing cheaters and fraud.
Link exchange is hardly ever worth it. Spontaneous links from pages that value your content are always worth more.
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Too good to be true.
It can be hard to see what SEO firms offer when they promise improved results.
But if they say that you do not have to make any changes to your web site you should be careful. They could be adding links to your web site from link farms. And that is not good.
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Cloaking.
Cloaking was a trick that was used when search engines were new and not very sophisticated.
By displaying different pages to search engines and regular surfers this technique enhances search engine results.
The pages displayed to the search engines usually contain more keywords. BMW Germany cloaked their home page in 2006. It resulted in the entire web site getting kicked out from the Google Index.
BMW removed the cloaking and was re-indexed fairly fast. Smaller websites might not be as lucky.
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