After the recent Google Penguin update and the introduction of negative SEO, over-optimisation and mass poor quality link-building has become the bane of SEO specialists. Here I list 5 key things to avoid now Google has become so unforgiving.

1) Backlinking from sites you own yourself.

Google doesn't like to be tricked, and if it thinks you're just building websites to create backlinks from, then you're going to be penalised. Don't think simply changing IP addresses...