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After Google updated its Panda algorithm (which is also known as Farmer update), the old link building methods such as JC Penney, Overstock.com, etc. failed to produce effective results for an online business. Website rank started falling bringing less traffic and seriously affecting sales. Google also penalized websites that practiced Blackhat SEO technique and contained a large number of irrelevant links and spams. SynapseIndia founder Shamit Khemka discussed Link building efficiency after google update.