E-Commerce News: Portals & Search: "Efforts to outsmart Google gall some webmasters such as Shari Thurow, who believes the best way to increase a site's search engine ranking is to offer valuable content and products. She describes the Black Hats as 'pathetic algoholics' because they are so obsessed with trying to figure out Google's algorithms.
Google knows it can't entirely avoid Black Hats.
"There are people who make their entire living off of Google, which is fine, as long as they don't push things too far," said Peter Norvig, Google's director of search quality.
But he said webmasters searching for secrets are better off looking elsewhere.
"Everything you ever wanted to know about Google is right there on the [online] forums that the webmasters run," Norvig said. "There is a lot of truth in there, but there's also a lot of crazy stuff. We just don't tell them which is which." "
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