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Genesis DM Ltd, a direct marketing consultancy, needed a website to showcase their past work, explain their services and provide a live news feed.
Linking - George Bush and ‘miserable failure’
Google caused controversy recently when tens of thousands of mischievous Internet users joined forces to write the phrase ‘miserable failure’ on websites and blogs and link this back to George Bush’s biography on the Whitehouse website.
Google bombing and 'PageRank'
By Google’s normal rules, the large number of sites linking this phrase meant typing ‘miserable failure’ into Google placed George Bush’s biography first in the listings. This type of prank is called 'Googlebombing' and has been used in the past to artificially boost the ranking of a website by setting up multiple websites that simply link back to a main website.
Google has now setup a system called 'PageRank' where it considers all sorts of quality factors and importance factors for a website (the exact details are kept secret) and assigns a greater weighting to inbound links from websites with a high PageRank, e.g. currently bbc.co.uk has a PageRank of 9/10.
Eventually protests from the Whitehouse made Google and other search engines adjust their systems but the case serves as a good illustration of the importance search engines place on inbound links.