ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK

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ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK ( analysis-ofapplication-selected-search-engine-optimization-e )

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Backlinks to spammer’s website Figure 4.42: Backlinks to spammer’s website. So to combat this form of spam, Google introduced the “rel=nofollow” attribute; Figure 4.43 shows the correct use of the rel attribute. Figure 4.43: Use of the “nofollow” value to combat spam. Ineffective use of the rel attribute and unknowingly “linking to sites that Google considers spammy can affect the reputation of your own site” [19]; this can hurt your rankings. The definition of a “spammy site” varies, but it can be a site that contains commercial offers that the current site is tricked into linking to, even though it has no real relationship to the current site. The spammy site may also have monetary intentions to try to influence the search engine rankings in its favor by leaving spam comments. Since I used Wordpress (a web-based CMS) for the development of the experimental website and because I disabled all public commenting, I didn’t have to configure the rel attribute. Most web-based CMS platforms have a feature that automatically sets the value of rel to nofollow in order to protect your site’s reputation, but you can also do this manually by configuring the web page’s robots meta tag in the code. Figure 4.44 shows an example of robots meta tag configuration; this setting sets all the links coming out of the page to nofollow, so you can be sure that your page is not passing any reputation to the outgoing links. 86

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