What is a Google Penalty and how to avoid them?

A Google penalty is the negative impact on a website's search rankings based on updates to Google's search algorithms or manual review. The penalty can be a by-product of an algorithm update or an intentional penalization for various black-hat SEO techniques.
 
Here's the top 3 guidelines to avoid a penalty:
Don't buy links. Links passing SEO value to your site should look natural
Don't overuse keywords. Stuffing your content with exact repetitions of a key phrase can hurt your search engine rankings
Make original, quality content.
 
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