You may be following several SEO websites or have hired specialized SEO consultant, but make sure that you read webmaster guidelines put up by the apex search engine itself.
Google clearly lists guidelines for webmasters which help them to find, index and rank your website under following 3 categories
Technical and Design Guidelines can affect your rankings if your site is not properly implemented.
Quality Guidelines, if not taken care of, can result in permanently removal of your website from Google’s index or penalized and it may not appear on Google search results.
You can refer to whole article by Google here. Must read for webmasters.
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