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They can smell smart content mile away.
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They use links to smell quality content.
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I bet if you write 500 words description for Sony Vaio laptop, and on another site MIT professor write 500 words for the same item.... Place backlinks for this description in the same places.... Google will rank professor description better when you type "Sony Vaio description"
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Google's branding at work. They aren't that smart, but people give them credit anyway.