unlike kinds -“Since its earliest days, the core of Google’s search algorithm – and its greatest innovation – has been ranking a page by the amount and quality of the links pointing to it. For almost as long, businesses have fought to climb to the lucrative top positions on search result pages, with some resorting to unethical methods which, if noticed, could see Google penalise their sites, or drop them entirely. Despite Google’s efforts, for many years businesses have been paying to have the internet flooded with hundreds of fake links to their sites which, if done correctly, can be impossible to detect….”