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It's almost impossible for Google to police it, so they're expecting us to police it for them". Those in search marketing who are critical of Google identify the crux of the problem as being, ironically, the way in which Google shows its displeasure at sites that are suspected of having sold links or transgressed other rules.
In this case of EnjoyPerth sold links, and it may have killed their Google indexation.
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Instead, three major oil refiners — Shell, B.P., and ConocoPhillips — proposed that they pay a fee based on the total number of gallons of gasoline they sold linked to the average price of carbon over the previous three months.
On Thursday, Facebook caved to pressure to release to Congress 3,000 ads it sold linked to a Russian propaganda operation that the company had resisted sharing.
That makes advertisers interested in these services, which have also collected substantial revenue by selling links to other sites, like those selling books or music.
"If you're looking to buy or sell links, the first thing you would do is look at the credibility score Google gives a site to see how powerful those links are.
Google never explains why brands suddenly find themselves plummeting down its results pages; but it is fair to assume that the search engine believed the brand had been buying or selling links.
Often the spammers begin by setting up their own "fan pages" and attract human users to them - and then once they have enough Likes on the page they can begin selling links on it to third parties.
It's a way for Google to hit the sites selling links, by decreasing their PageRank, but it also has the effect of letting link buyers know the reputation score Google gives to that site and hence how much they should pay for the links". But Google's reiteration last month of its opposition to link spam has some backers.
Google points out that it allows companies that sell links by the hundreds of thousands to advertise because they are not doing anything "bad", but the search engine's recent announcements are there to remind site owners that it does not want the paid links they provide to count towards a site's position in search results.
Buying or selling links that pass PageRank.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com