doku.pub_swipe-to-unlock-the-primer-on-technology-and-business-strategy-mehta-agashe-detroja

return webpages that include terms like “couch,” “chair,” “seat,” or
“furniture.” [139]
Gaming Google?
There are pitfalls to PageRank, however. Much like spammers abused
keyword density (as with “snickers snickers snickers snickers”), spammers
have now created “link farms”, or webpages that contain tons of unrelated
links. Website owners can pay link farms to include a link to their webpages,
which would artificially boost their PageRank. [140] However, Google has
gotten pretty good at catching and ignoring link farms. [141]
There are some more mainstream ways to game Google, though. An entire
industry, called search engine optimization (SEO), has sprung up to help
website owners crack Google’s search algorithm and make sure their
webpages are at the top of Google searches. [142] SEO starts with getting more
pages to link to your page. SEO has plenty more techniques, such as putting
the right keywords in your page’s title and headings or making all of your
site’s pages link to each other. [143]
Google is always innovating on its search engine. The company made 1600
changes to its search algorithm in 2016 alone, [144] and in recent years it’s
added features like driving directions and “infoboxes,” or cards that show
quick information about your search term from Wikipedia.