Google Recommends The Following Guidelines
Here are some guidelines to consider when creating your website, and when getting backlinks.
Create seo friendly file names, create unique meta tags for each page (or for the most important pages at least)… avoid having pages with identical content, or subdomains that redirect to the domain name or have identical content.
When getting links vary the anchor text and use related keywords as well. Use a robots file to avoid search results pages (if you have a search box) from getting indexed).
There are many more, but basically you should focus on your visitors, what do they want? Not on your rankings or how and what to do to manipulate the search results.
