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The Missing Link, Found on Paper's Site





Unbelievable! The Financial Times is engaged in this nasty search engine optimization trick.

From New York Times:

Ted McGaffin, an online marketing consultant in Ayr, Scotland, was poking around on FT.com as part of a competitive analysis for a client. A Web search indicated that dozens of pages on FT.com had links to Moneysupermarket.com, a price comparison site. The links would help Moneysupermarket.com's rankings in Web search results.

But when Mr. McGaffin went to one of the pages on FT.com, no such link could be seen. A look at the underlying HTML code revealed that the link was there, but it was invisible to the eye, made to appear as white text on a white background.

Invisible links are considered by many to be a shady way to manipulate search engines. And by using them, the FT risked losing traffic: Google warns Webmasters that they can be ousted from its listings if they are caught hiding links.

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