When compared to its offline marketing counterparts (things like PR, promotions and advertising), SEO has a pretty negative reputation. Many consumers hear "SEO" and think to themselves "Oh yes, that's when companies flood my inbox with junk mail and pepper my screen in pop-up ads." Others see SEO as an attempt to game the system and spin the search results.
Even though SEO has been around for long time (pretty much as long as there have been search engines), the industry as a whole still has a bad reputation. This is mainly because of the actions of a few SEO spammers and black hat practitioners. They are the ones who are actively trying to manipulate the search engines and they are the ones that send you e-mails in the middle of the night with subject lines like "A weight loss program that lets you eat cheeseburgers and pizza? It's true!"
As a site owner, you never want to have your brand lumped in with these SEO con men, even if you didn't mean to engage in black hat SEO. That is why it is important to avoid the following SEO sins: