In
the battle for better exposure on the Internet, website owners
sometimes resort to the tactic of using large volumes of low-value
content simply to bolster the amount of content they have on their
site and create a bigger “net” with which to catch readers. As
Google has explained time and time again, however, this is a tactic
that could result in unwanted webspam penalties.
To
help its users find exactly what they’re looking for, Google
employs complex algorithms to discern how authoritative a specific
site is. This is an issue of reputation rather than popularity.
As
the head of webspam team at Google, Matt Cutts, explains,
pornographic sites are by far some of the most popular sites on the
Internet, but most people don’t link to them. As a result, they get
outranked by sites like the information page on a government website,
for example, which lots of other sites might link to even if people
don’t visit them as often.
Cutts’
example provides great insight into a pattern website owners can
follow to improve their organic SEO results. It involves creating the
type of content people would naturally feel compelled to link to.
Of
course, creating that kind of content takes time, but like the humble
government website information page, as long as it continues to build
a positive reputation of your site on the web, it will continue to
hold value in Google’s eyes and increase your ranking on their
search engine.
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