One of the most deceptive tasks in the design and positioning of a site, is the abusive use and manipulation of links, to make links to domains (sitios web) of bad quality.
Users who were looking for valuable content are going to feel disappointed, bounce and probably not return. But the worst, for a site Loaded with forced links (with the mistaken conviction that they will generate more traffic) is the sanction that Google imposes on spam.
Google identifies and penalizes spam through an update to the penguin algorithm, launched in April 2012. Penguin was designed and implemented to detect links of little value, purchased from directories or directed to articles created with the purpose of modifying the profiles of users. sitios web.
Hidden links are prohibited (generally hidden, leaving the links and text the same color), abuse of the number of links that a page has, and abusive or unnatural generation of links to position link texts.
Penguin's algorithm focuses on a website's off-site factors (those that occur OUTSIDE my website) and while it penalizes pages that violate Google's guidelines, it also rewards sites with links from domains from great quality. In other words, having an incoming link from a university with a very good digital reputation is not the same as having an incoming link from a "link farm" with poor, low-quality content.
According to Google rules, links must be generated naturally, through real value. The anchor texts (links) should be varied and natural and the most valuable links are the sites and pages of the niche to which the company belongs, because they deal with topics that are related.
In summary, Penguin, created to block the path of the "vibrators" who have wanted to deceive consumers and Internet search engines, comes to guarantee that quality, and not quantity, is a determining factor for a site website be successful.
