automatically generated doorway pages;
cloaking and false redirects;
keyword stuffing;
hidden text or hidden links;
pages loaded with irrelevant words;
duplicated content on multiple pages;
misspelling of well-known web sites;
unrelated and centralized link farms;
other methods that try to trick search engines.

I think the most important things are:
Quality Coronet
Good selection of keywords
A well designed website and logo ..