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most of the 2,015 links pointing to the JCP site were from totally unrelated pages. The article states that “the phrase ‘black dresses’ and a JCP link were tacked to the bottom of a site called nuclear.engineeringaddict.com. ‘Evening dresses’ appeared on a site called casino-focus.com. ‘Cocktail dresses’ showed up on bulgariapropertyportal.com. ‘Casual dresses’ was on a site called elistofbanks.com. ‘Semi-formal dresses’ was pasted, rather incongruously, on usclettermen.org” [39]. Figure 2.9 shows the HTML source code of how these links might have been implemented along with the keywords. The target web site is the destination site (or page) that’s receiving the backlink, and the keyword is the anchor text that’s visible to the users. Having thousands of backlinks in this format (with a keyword as the anchor text), JCP was able to position its website in the top search listings, besting millions of other sites for popular and competitive keywords. Figure 2.9: Backlink with keyword as anchor text. The article further states that even though links to your site may come from unrelated pages, these backlinks “can bolster your profile if your site is barnacled with enough of them. And here’s where the strategy that aided JCP comes in. Someone paid to have thousands of links placed on hundreds of sites scattered around the Web, all of which lead directly to JCPenney.com” [39]. JCP denied any involvement in this, saying that it was against their search policies and would work on taking all those links down. When The NY Times sent Google the evidence it had collected about the JCP “link scheme,” Matt Cutts (the head of the Search Quality Group in Google), stated that the links pointing to JCP did violate their search guidelines and that they would “take strong corrective action” [39]. And they did, because according to the article, a few days later JCP went from being at No. 1 for “samsonite carry on luggage” to No. 71 in the search results. Also, from being at No. 1 for “living room furniture” it had dropped to No. 68. target web site keyword 33PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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