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Figure 2.8: Visual representation of backlinks. As Google performs its hypertext-matching analysis, it also analyzes the content of the pages within the website to determine their relevancy and make sure that all pages are all related. This analysis is performed to detect fraudulent links or any “black-hat” methods, optimization techniques that attempt game the search engine in order to gain top rankings. As will be discussed in the next section, these techniques are not approved and are condoned by all major search engines. 2.3.5 Link Importance: A Case Study In early 2011, The New York Times published an article involving major retailer J.C. Penny (JCP) which was accused of using black-hat SEO methods in order to maintain top rankings for competitive keywords. The article talks about how JCP outranked millions of other sites for popular searches such as “dresses, bedding and area rugs. For months, it was consistently at or near the top in searches for ‘skinny jeans,’ ‘home decor,’ ‘comforter sets,’ ‘furniture’ and dozens of other words and phrases” [39], it even says that JCP’s website appeared on top of manufactures’ sites “in searches for the products of those manufacturers” [39]. For example, whenever users typed samsonite carry on luggage on Google, JCP would appear at the top of the search results, ahead of samsonite.com. So how was JCP able to achieve top or near the top listings for competitive keywords? It was because JCP had acquired thousands of backlinks to its site. It was interesting to read that 32PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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