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acquiring backlinks should be natural and steady. Also, it is for this reason that SEO takes a lot of time and patience to implement. Furthermore, it’s an intentional part of Google’s strategy for gradual reputation building that it not be quick or overnight. In fact, if a site were to acquire dozens or hundreds of backlinks overnight, Google would almost certainly consider this a red flag (spam) that most likely will get your site penalized. Many unscrupulous web page developers might try to game the ranking algorithm by spreading many backlinks to their site across other web sites, for example via comment spam. But as its ranking algorithm continues to evolve, Google can easily detect that such links are spam and not organically developed over time from different users. Such techniques are not a serious enough offense for Google to delist the site. In an extreme example, an adversary could create many backlinks to a competitor’s site from undesirable secondary sites in an attempt to hurt the reputation (or ranking) of the competitor’s site. Fighting such techniques requires tedious configuration to block links from specific IP addresses, but the net result may be that the site is still ranked lower than it would have been otherwise. Having covered the importance of links, the next sections cover link-building strategies for effective off-page SEO, which can help in your rankings when implemented correctly. 4.6.4 Importance of quality content As you create web pages, it’s critical to understand that in order to get backlinks, you need to publish content that make people want to share, read and link to. For this to occur, your content has to provide value, be interesting and/or be unique. Furthermore, don’t expect to develop pages of content and anticipate users to find it without any work on your part; you need to publish and promote the content where potential users will find it. Google says that “effectively promoting your new content will lead to faster discovery by those who are interested in the same subject” [19]. Figure 4.53 provides a general idea of effective ways to promote your content. You can use a combination of online and offline promotion for your site as a way to get quality links to your site, which can help increase your site’s reputation and rankings. Offline promotions can be implemented through traditional direct marketing approaches such as newsletters, posters and mailings for example. 97PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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