It might sound simple enough to do, but you’d be surprised how many companies, large and small, have fallen foul of Google. Some people accept their failings and make amends, while others take affront and try to fight the system.
The simple truth though is that Google controls the market. It isn’t quite a monopoly, but with a 90% share of the market, it might just as well be. Playing by Google’s rules won’t hurt you elsewhere either, with ethical SEO you can benefit right across the board.