Any number of problems, not just click fraud, can arise with your SEO campaign. Everything from
inadvertent SEO spam to the issues listed here can happen at any time. But even though the possi-
bility exists, such things don’t happen all the time, in fact probably not as often as all the warnings
might make you think.The best thing you can do to protect yourself from the problems that you can encounter with
SEO is to follow the guidelines laid out by the search engine or directory that you’re targeting.
Avoid black-hat SEO techniques, and in general be professional about how you conduct your
SEO efforts.270
Part IV Maintaining SEO
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