Google wants (just like you and me) to provide its users with nothing but quality content (and relevant ads) so their searchers can spend quality time on each site or landing page. This helps both the search engine users and advertisers return more often to Google, and grow their business – you win, Google wins, and their clients win.
These changes and updates are required in order to keep everybody happy, and at the same time, disallow spammers and mass link-builders to take advantage of or control the Google SERPs.
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