Websites around the world strive daily to inch upwards in the Google Inc (NASDAQ:GOOGL) search. They do SEO, content generation, optimizations and link building for that. But recently, a Google’s expert hinted that Google Inc (NASDAQ:GOOGL) has changed its policies regarding how its looks at links. In a webinar, Google Inc (NASDAQ:GOOGL)’s web master tools expert was asked about link building and its benefits. He said that he’d rather avoid link building because it does more harm than good. This is something massively surprising for experts around the world because link building was regarded as the oxygen for SEO.

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In an article on Forbes, Joshua Steimle said that Google Inc (NASDAQ:GOOGL) has massively shifted its focus on quality rather than quantity. In 2011, it rolled out its first Penguin update which punished all websites with poor quality link backs. The reason of these link backs was the past policies of Google Inc (NASDAQ:GOOGL), in which quantity of links was given priority. As a result, many SEO companies started offering linkbacks in exchange for money. The culminated into a complete mess; websites became full of poor links, resulting in bad search results in the Google Inc (NASDAQ:GOOGL) search engine.

Google Inc (NASDAQ:GOOGL) reported $45 billion ads revenue in 2014. It takes its search business seriously. The source said that Google Inc (NASDAQ:GOOGL) has hired a lot of PhD experts to refine and revamp its search policies.

Steimle thinks that link building is still valid, but the quality of links matters a lot. Content, in the end, remains the king. Google Inc (NASDAQ:GOOGL) prefers natural link building and natural links only come when the content is worth reading and full of value.

David Tepper’s Appaloosa Management Lp owns around 600,000 Google Inc (NASDAQ:GOOGL) shares.

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