No one gets site penalty on purpose. It happens through carelessness, sometimes through black-hat techniques and, sometimes, through honest SEO mistakes. Analytics expert Neil Patel says how honest attempts of SEO practices may end up getting penalized.
1. Link-Leveraged Business Relationships : 2 different businesses offer to create links to one another in order to enhance SEO and click-through traffic.Reciprocal linking is therefore a shady area and needs to be entered into with extreme caution.
2.Affiliate Programs : Companies can engage in affiliate relationships without fear of penalization.But if a company goes into affiliate linking haphazardly, they can get bit nasty.
3. Guest Blogging Niche: guest blogging is not without its dangers. Be selective with guest blogging opportunities, limiting to high authority sites that would provide some benefit beyond a link for SEO
Check out for more details in http://searchengineland.com/4-easy-hone ... ite-207392