These words were written in 2012 but they are still relevant today.
Google has a set of rules and guidelines, these rules are not specifically designed to assess intent, they focus on content and optimisation techniques. Pages that are misinterpreted as using 'paid linking' etc. are perceived as offending sites and are consequently penalised - leading them to lose their ranking.
Google's quest for good content has lead it to focus on linking - where third parties create content and excessive linking to other sites. 'Old School' techniques like creating 'landing pages' - the process of creating keyword / links pages on sites are penalised by Google and are perceived as to be showing an intent to deceive eg trying to manipulate their search results.
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