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In February 2011, Google introduced the Panda update, which penalizes websites that contains content duplicated from other websites and resources. Historically websites have copied content from one another and benefited in online search engine rankings by partaking On this observe, on the other hand Google executed a new technique which punishes sites whose content is not really exceptional.[35] The 2012 Google Penguin attempted to penalize websites that applied manipulative techniques to boost their rankings to the search engine.

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Adding related keywords to an internet page's meta data, including the title tag and meta description, will tend to Increase the relevancy of the internet site's lookup listings, Hence escalating website traffic. URL normalization of Website pages available by using various urls, utilizing the canonical link aspect[45] or by using 301 redirects may help make sure links to diverse variations from the url all count toward the page's link acceptance rating.

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[five] The procedure includes a search engine spider downloading a page and storing it on the online search engine's own server. A next program, referred to as an indexer, extracts information in regards to the page, like the text it is made up of, exactly where they can be found, and any weight for unique words, and all links the page incorporates. All of this information is then positioned right into a scheduler for crawling at a later on day.

Marketplace commentators have categorised these procedures, and the practitioners who hire them, as either white hat Search engine marketing, or black hat Search engine optimisation.[forty six] White hats are inclined to supply results that final a long time, Whilst black hats anticipate that their sites may perhaps finally be banned either quickly or forever at the time the major search seo services advantages engines learn what They're accomplishing.[47]

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