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A Google Penalty, often called a "Google Slap", results from doing malicious stuff, like:
Publishing large amounts of duplicate content stolen from other sites.
Selling links on your site, to artificially boost other sites in the rankings.
Search engine cloaking, showing one type of content to visitors, and something else to search engines.
Sneaky, hidden text
Keyword stuffing
Evil software or malware on your website.
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