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Don't link to and from the same site repeatedly (AVOID)
This is also called link spamming. At best, search engines will look at the links you have on your page, and only count the first one or two towards optimization. And at worst, your site might appear to be a spammer, even if you're not linking to a "bad neighborhood" or are in a cross-linking scheme. You want to avoid looking like you are paying for links.