Instead of worring about Google and other search engines due to penalties etc, you should be focusing on building up what I call defensible traffic base. For e

Instead of worring about Google and other search engines due to penalties etc, you should be focusing on building up what I call defensible traffic base. For example, as well as effective SEO you should be focusing on things such as: - Advertising & Partnerships With Sites In Your Niche - Off-line Marketing (inc. word of mouth & traditional ads) - Bloggers & Other Webmasters Within AND Outside Your Niche - Online Communities e.g. Relevant Forums etc - Social Media Channels - Twitter, YouTube etc - Newsletter Subscribers - Effective Site Branding However if you have been penalized they can be lifted and in some cases you can exploit some of the workarounds on such penalties to get your original positions back with the current domain (or a new one if necessary).