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analyzing and checking the content on the page and make judgments upon the results of analyzing. As Eric Enge et al. emphasize in their book “Art of SEO: Mastering Search Engine Optimization” the “content is king” (2009, 86). Then, what is this content and how to create good content? To know what to create and how is also based on understanding the algorithms and what they seek. Since algorithms rank pages based on their relevance to search queries the content is the most important key issue. Therefore, as Enge and co. call it, the “theme” of the page “plays a huge role in ranking” (2009, 33). This means that good content is consistent. If the theme of the page is in harmony the possibilities for the page to rank higher are better. The content consists of the following attributes. 5.1.1 Linking Links are one important aspect of the content of the page. They shouldn’t however, be the main issue for the page. Matt Cutts has listed link building in his top SEO mistakes as Barry Schwartz has written them down in the article “The Top Five SEO Mistakes According To Google’s Matt Cutts” (2013). In the article Schwartz told Matt Cutts to have given the following advice: “Don’t think about link building, think about compelling content and marketing”. Therefore, you should concentrate more on the other aspects of content instead of links. The links will follow if your other content is good, since people will link to it. If your page only contains links and no other content, the algorithms will most likely regard your page as link farm, which I explained in algorithms part of the thesis. 5.1.2 URLs URLs are a topic that is discussed a lot. Some say they are important part of SEO, some say there is no relation to SEO anymore. Matt Cutts has admitted in several GoogleWebmasterHelp videos in YouTube that URLs might affect the rankings, but he 29PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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