So your site ranks right up there at the top of Google. Then one day google decides that you have done something Black Hat and starts to move you down the rankings. All websites should have a Google Penalty Plan in motion. That means alternative forms of traffic to make sure that if the Google tap gets turned off your business is not left in the dark. This plan should include: being active in forums, writing solid articles, asking for help from other webmasters, comment on blogs and ask your clients for help.
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