Many Internet researchers say that less than ten percent of Internet searchers go beyond the first page of search results. For some businesses such as those who are in the travel and hotel industry, search is more critical to their business survival. This is why many sites use search engine optimization tactics to come up on the first page of Google and other search engines. These tactics include fake comments with links to blogs; use multiple identical links in content to look their page more detailed and others. It appears that Google is cracking down on most of the sites that uses these tactics.
Google’s actions in January resulted in certain Web sites losing traffic onto their sites. Some of the notables include Expedia, CheapOair.com, Overstock.com, J.C. Penny and many others. Travel site Expedia lost more 20 percent of daily traffic to their site in January 2014 due to Google penalizing the travel site for using unnatural links. CheapOair.com lost more than 95 percent of visibility on Google due to a demotion by Google. Paid links resulted in downgrades of J.C. Penny and Overstock.com. Rap Genius came back from a Google downgrade by writing a lengthy apology and detailing its practices. Google’s Panda look for low quality Web sites for downgrades.