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Introducing SEO: Your quick-start guide to effective SEO practices by Anirudh Prabhu, Aravind Shenoy

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© Aravind Shenoy and Anirudh Prabhu 2016

Aravind Shenoy and Anirudh Prabhu, Introducing SEO, 10.1007/978-1-4842-1854-9_3

3. Ranking in SEO

Aravind Shenoy and Anirudh Prabhu2

(1)Mumbai, Maharashtra, India

(2)A-403, Govardhan Nagar, Mumbai, India

A few years ago, there was certain predictability in understanding the factors that let to a site being ranked higher in search results. However, many professionals used black-hat SEO techniques (such as link farming and stuffing pages with keywords) to gain higher rankings. Using underhanded techniques may have elevated sites in the rankings initially, but the sites were penalized later by the search engines. The deceptive techniques were rank-specific and did not take website users or customers into consideration. ...

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