In this list you can find the most important Google guidelines that must be followed. These are simple SEO do's and don'ts.
Your website ought to have clear hierarchy by using headlines. Moreover, it should be easy to navigate.
A sitemap is needed to serve the visitors go around your website and if the sitemap has more than 100 links, then it is better to break it into several pages
Use necessary and accurate keywords and be sure that your website offers relevant and informative content for the visitors.
The search engine crawlers cannot know text hidden in the images, thus when you describe crucial names, keywords or links; use plain text.
The TITLE and ALT tags should be descriptive and precise and the website should have no broken links or wrong HTML.
The robots.txt file on your web server should be current and should not block the Googlebot crawler. robots.txt file says search engine crawlers which directories can or cannot be crawled.
When you make a site, never cheat people who surf your website. Do not offer them with unsuitable content or present them with any fraudulent schemes.
Avoid risky tricks or illegal methods to increase the rank of your site.
Never use hidden links or text. It used to be a method, but not anymore.
Do not stuff the pages of your website with irrelevant useless words and content.
Never use duplicated content. It is useless to create multiple pages, sub-domains, or domains with duplicate content. Those will never be ranked.
If you follow these guidelines your website will never be banned by Google and it will have higher rank in Google.