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Why Law Firms Need to Stop Buying Links

All online marketing plans should take penalties and algorithm updates into consideration when designing their strategy. Not being mindful of updates and policies can result in penalties and unsuccessful attempts at broadening your reach as a firm. The purchasing of links is an example of a marketing plan that isn’t taking into account the possibility of being penalized. The following information will enlighten you on the reasons why law firms need to stop buying links.

What is an algorithm anyway? Many of us hear about the Google algorithm, but it can be confusing to define exactly what this means. The constantly evolving process can make it even more challenging to keep up with and understand. As defined by Google itself, “You want the answer, not trillions of webpages. Algorithms are computer programs that look for clues to give you back exactly what you want. For a typical query, there are thousands, if not millions, of webpages with helpful information.

Algorithms are the computer processes and formulas that take your questions and turn them into answers. Today Google’s algorithms rely on more than 200 unique signals or “clues” that make it possible to guess what you might really be looking for. These signals include things like the terms used on websites, the freshness of content, the region and PageRank.”

PageRank is the algorithm used by the top search engines to rank sites within search results. It is a system designed to filter websites based on significance.

One of the most important updates to note is that Penguin, one specific signal of the algorithms, is now real-time. In the past, sites penalized by this signal would remain so, until Penguin ran again, often times sporadically. Upon significant updates of websites by webmasters other algorithms would take the updates into consideration very quickly. However, others, including Penguin, required refreshing to take these updates into consideration. Now, with Penguin’s data being refreshed in real-time, changes are visible much faster.

Also, it’s important to take into consideration that Penguin is more granular. This means that the signal diminishes spam by modifying ranking, based on spam signals. Now, as a result of this update, the ranking of the whole site is unaffected.

Due to the Google Penguin update, websites can be penalized for building backlinks that spam search results. Now, Google can penalize sites at any time, rather than just during major updates, as in the past. Millions of spam pages are created on a daily basis. Google uses its algorithms and review process to contest faulty backlinks. Penalties help monitor this process to ensure the search engine provides its users with quality sites and search results. A Google penalty is the bad effect on a site’s rankings based on the algorithms and review. Being penalized can have harmful effects on the success of the marketing plan for any business, including law firms.