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• Cloaking: This refers to the practice of presenting a page to the search engines and a different page to the users. The purpose of cloaking is to deceive the search engines into displaying a page that it would not otherwise be displayed. • Link farms: As seen in Section 2.4.4, the J.C. Penny incident being charged in running a link farm scheme. The intention of link farms is to create as many sites as possible, all of them linking to your site. The idea is to inflate the number of backlinks going to the spammy site in order to deceive the search engine by into thinking it’s an authority site. Google has stated that its “aim is to give users the most valuable and relevant search results. Therefore, we frown on practices that are designed to manipulate search engines and deceive users” [10]; therefore, it is recommended to stay away from any of the previously mentioned black-hat SEO tactics, or risk the removal from Google’s search results. 2.4.7 Summary You have seen saw how early SEOs implemented rudimentary search engine optimization methods, using naming conventions such as “AAA” to take advantage of alphabetical ordering to appear at the top of the results in the early web directory portals; keyword stuffing was another early tactic used, with the hope of making the page more relevant to the search query. Implementing such tactics would almost certainly guarantee top page placements in the early Internet days, but search ranking algorithms have become more complex, which has made it more difficult for SEO engineers to influence search engines as before. Although this is the case, there are certain approved methods and guidelines that can be followed which are called white-hat SEO techniques. On the other hand, black-hat SEO methods refer to the set of techniques that are meant to deceive, game or manipulate the search engine’s algorithm with the intention to gain high rankings. Furthermore, SEO falls into two categories: on-page SEO or off-page SEO. As explained earlier, on-page SEO deals with any updates performed on the code or content of the web site (e.g. text, headings, images, links, etc...), and this is where SEO engineers have the most control. On the other hand, off-page SEO consists of all promotion that takes place outside of the website 41PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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