Learn about or look up HTML details at the W3 site: http://www.w3.org/TR/REC-html40/
Use the correct characters:
Validate your pages to make sure that they are correct HTML. If you used some web authoring tool, they probably will not be correct HTML. If you used Frontpage they definitely will not be correct. Also check the Cascading Style Sheet markup, and verify that the links actually work:
Select colors: http://www.webdiner.com/annexe/hexcode/hexcode.htm
How To Use Google AdSense Within XML/XHTML.
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