Call extensions are available in both Google and Bing and give advertisers two possibilities. On mobile devices, call extensions supplement ads with the ability to click-to-call, giving mobile searchers an easy way to call the business. Keep in mind that call extensions are now part of AdWords’ dynamic ad extension options. In the event that calls are of no use to your business, consider opting out of this feature.
In 2012 Google was ruled to have engaged in misleading and deceptive conduct by the Australian Competition and Consumer Commission (ACCC) in possibly the first legal case of its kind. The Commission ruled unanimously that Google was responsible for the content of its sponsored AdWords ads that had shown links to a car sales website CarSales. The Ads had been shown by Google in response to a search for Honda Australia. The ACCC said the ads were deceptive, as they suggested CarSales was connected to the Honda company. The ruling was later overturned when Google appealed to the Australian High Court. Google was found not liable for the misleading advertisements run through AdWords despite the fact that the ads were served up by Google and created using the company’s tools.
So, although adding new pages does increase the total PageRank within the site, some of the site’s pages will lose PageRank as a result. The answer is to link new pages is such a way within the site that the important pages don’t suffer, or add sufficient new pages to make up for the effect (that can sometimes mean adding a large number of new pages), or better still, get some more inbound links.
Website owners recognized the value of a high ranking and visibility in search engine results, creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term. On May 2, 2007, Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona that SEO is a "process" involving manipulation of keywords and not a "marketing service."