Andy Greenberg recently made an article about Google’s supplemental index and calling it “Google Hell“. In this article, Andy stated a case of a website named MySolitaire.com being in the Google Hell and losing roughly about quarter of a million dollars because of that.

Of course, Matt Cutts has an answer for this. According to him, he checked out the case of the said site and found out a spam report from one of their email. But the main thing he pointed out is about too much reciprocal linking. According to him:

As Google changes algorithms over time, excessive reciprocal links will probably carry less weight. That could also account for a site having more pages in supplemental results if excessive reciprocal links (or other link-building techniques) begin to be counted less.

First Google doesn’t want paid link and now it doesn’t want too much reciprocal linking. Once Google’s algorithm changes to this direction, it will give SEO’s and webmasters one a difficult problem to solve; and that is how to build links the Google way.