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I suspect that Google poses as users trying to see if companies/websites will sell them links. Its the Google version of Chris Hanson "To Catch A Black Hatter"

That is a question that no one here can answer. We cant speak for how Google does things internally.

but.... as a web / database programmer for 14+ years let me tell you how its "generally" done

Usually when you have to link to separate sets of data together (ie. database or tables) there is usually a unique_id created to link them which usually is never changed. So when a new record is created that record will live with that ID for its life, also known as a (unique identifier which tends to be an auto-incremented number that is dynamically generated and can not be repeated).

Since records tend to be linked this way, any other fields that exist in the record (firstName, lastName, Url, blah blah) then can be changed without the original ID being disturbed.

So to answer your question from my experience I would assume Google links from a unique identifier of some sort and not the URL directly.

Hope I didn't lose you, its my favorite subject...but no one here speaks that language to much

Nice Picture

I believe it does hold true in many areas, except now we have the "Viral" factor which blows that theory out of the water.

Yeah I hear ya, I have to be honest here that my weakness in SEO is engaging users. And by weakness I mean it's my hardest struggle, of everything

I have a tools based website that I rack my brain everyday trying to figure out how I could engage my users more, when they just want my tools. They engage by using my tools, but they are in and out. Luckily they repeatedly come back and use them over and over (59% return rate)

My competition in this niche out ranks me in keywords, yet their tools are no were near mine.

But because users click on him first. He gets shared first.

LOL I was even thinking of incorporating "cat memes" into my results just because it seems like everyone loves cats and people might share the images.

Just saw this video in which Matt Cutts talks about "Advertorials" on the net as apposed to "Editorials" (Content where one is paid, the other is not)

Thought there was some interesting points in the video, but as obvious as it gets Google is cracking down on this HARD! You can see it and smell it Google News joined the bandwagon as well

Matt Says @ 45 Seconds

"but it basically means that someone gave you some money rather than you writing about this actually because you thought it was interesting or because you wanted to"

I pay writers to write for me, do they like what they are writing about? No. They do it because I pay them, but they write very well and provide great content that gets shared naturally and socially (soturally - I just made up a new word :)).

Anyways yes I may place links in those articles that point to other sites, but nothing in the aspect of paid advertising. Just that it relates to the content.

I'm just curious how far the rabbit hole goes on this one...

Wow you just asked questions that would require about 10,000,000,000 answers

Lets start here

1. Video from the man himself Mr. Matt Cutts - Matt Cutts (Works for Google)
2. Great Web 2.0 Page create from Google themself - (Google Them self)
3. Older but still relevant description about how "backlinks" affect PR - (Google Them self)

I was referring to the Nike back link as an example of what a "natural" anchor text profile would look like.

The majority of their links are Branded or URL (Nike).

Almost all the links contain the word "Nike" In It

A few contain their specific product keywords only (not Nike)

Its a great example to see percentage ratios compared to a spammy back link profile

No I am pretty sure Vale meant and Yes Jesse is right, its one of the most important things you can have so yes its very important

You said

"I've searched and found a lot of discussion regarding the benefits of using Exact Match Domains"

I did mention "but not always". You have to be careful

You mentioned "www.designcanvaspaintings.com"

Design Canvas Paintings - Does that sound like a brand name or spammy? hard to judge, we are not Google

Maybe "Designer Canvas Paintings"?

Stay away from article directories IMO.

Look at this and study it

http://www.opensiteexplorer.org/links?site=www.nike.com

That's what it should look like

If you were placing all the same links on all the different domains then I think that would raise a red flag to Google so I would not suggesting doing that.

Figure out how to make sure the links that go to your other sites are relevant. Instead of a site wide link, link on specific pages that closely relate.

http://searchengineland.com/library/google/emd-update

Exact-Match Domain (EMD) Update — September 27, 2012 - http://www.seomoz.org/google-algorithm-change#2012

Exact Match Domains = not good (but not always)

An opportunity has been presented to me to be able to host a forum for a semi popular celebrity. Very excited about that

I have never had a very forum and would like to know what kinds of experienced has anyone had with a popular forum

From what I hear if you can have a popular forum its pretty much a cash cow (adsense) especially if its reputable and is a great long term thing, because of returning visitors and the loyalty you establish with the users.

• Anyone in this boat who can shed some light for me?
• What should I expect?
• Best software/themes for this for user-ability as well as adsense?

Are you referring to making edits to their website for SEO purposes?

If so most companies will outline in a Doc what they need to do and you leave it up to them to get those tasks done.

No point in doing all the work

Well I know is I did something right since 1.0 because I'm back baby! 

The only thing that kept me scratching my head was the comment Matt Cutts said about "Penguin 1.0 primarily focusing on the homepage only"

Side Note: You only need to submit a reconsideration request if you have been "manually penalized"

You will know this by getting some kind of message in GWT, if you DID NOT get any message then its the algorithm that got you and that means clean things up and Good Luck!

Witness, I've been in and out

clean up your back links