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Search engines use keywords when they include your website in their search results. Keywords can make or break your search engine ranking. Adding keywords to the content of your website can improve its ranking, but overusing them can cause your site to be banned for spamming.
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Google Penguin is a code name for a Google algorithm update that was first announced on April 24, 2012 .The update is aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared black-hat SEO techniques, such as keyword stuffing, cloaking, participating in link schemes, deliberate creation of duplicate content, and others.
Search Engines are businesses. Like any business, they want to deliver the best product they can to their consumer – in the case of the search engines, that means the best search results to searchers.