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they could help websites to concentrate on creating good quality content rather than try and get visits to their webpage through “tricks and gimmicks” as Google calls them. Despite being very open about new updates to algorithms Google does not reveal all details due to “black hat” marketers who try to fool the search results with malicious ways and thus get visits on their sites. This constant cat-mouse game causes pressure on Google and the constant development. Internet and the way search is conducted will also change with time and so the search engines must keep up. This results to algorithms changing. But, even with the threat of spammers catching up, Google continues being open about the changes since they want the relevant good quality sites to show in search results. It is thus important that the marketing personnel are constantly up to date with different algorithm changes. Google does inform about great changes and as well as some smaller changes and in order to be able to keep the web pages in good rankings in Google search results, the marketers must be active and follow the changes. To help the marketer to keep up with all the chances, even without having the deep technical understanding, Google provides videos in Youtube with the user name GoogleWebmasterHelp and releases blog posts in Google Webmaster Blog. There are also other useful sites and blogs that discuss the changes. One of these sites is searchengineland.com. This thesis also refers to the webpage from time to time. 4.2 Google algorithms major changes Google has developed its web searching abilities and one of the most known changes to this web search is PageRank. According to Google, PageRank counts the number and quality of links to a page to create an estimate of the importance of the website. The importance is determined with the assumption that if the website is relevant it has more links from other websites. I will discuss about PageRank more in the following part. Other great changes in Google history have been Google Panda, an algorithm which focused on getting rid of low-quality websites on the search results and Google Penguin, an algorithm that focuses on reducing spammy websites. I will discuss about Panda and Penguin updates more in detail in the following parts. 15PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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