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Equally important to understanding the PageRank algorithm is to understand with whom to share links. If marketing personnel does not understand the PageRank link sharing and the only places which link to your company page are link farming sites, the results will not become better. Quite the opposite, you might even wound up damaging your own web page search results. Therefore, before any action is done it is good to know the algorithms and the opportunities as well as threats that they present. 4.2.2 Google Panda Now that we have better understanding of PageRank, we can move on to the next big algorithm change in Google history. This other algorithm is called Google Panda, which received a lot of attention when it was launched in 2011 since it affected so many sites. Google Panda was launched in February 2011 and according to Danny Sullivan in his article in Search Engine Land “Google Forecloses On Content Farms With “Panda” algorithm update” (2011) its main target was to detect “content farms” and to block them from showing in Google search results. Sullivan mentions that officially Google does not say that they are targeting content farms with the update but he also tells that Google’s Matt Cutts had hinted toward these sites. With “content farm” is meant sites with “shallow or low-quality content” as Google describes them in its Official Blog post “Google search and search engine spam” (2011). Sullivan tells in the same article as above that Google Panda was also meant to act against scraper sites, which as the name implies, scrape content from other sites and tries to get good ranking. This results to the websites having the original content possibly not showing in Google first page and naturally, the webmasters and marketers of the original content are enraged. Google’s Principal Engineer Matt Cutts and Google Fellow Amit Singhal stated in Google blog ”Finding more high-quality sites in search“ (2011) about the new Panda update: “We can’t make a major improvement without affecting rankings for many sites. It has to be that some sites will go up and some will go down. Google depends on the high-quality content created by wonderful websites around the world, and we do have a responsibility to encourage a healthy web ecosystem. Therefore, it is important for high-quality sites to be rewarded, and that’s exactly what this change does.” 18PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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