This constant tweaking places Google firmly in
the crosshairs of SEO experts. It is harder than ever to crack the top ten, but despite this,
their system continually proves to reward sincere and honest effort on the part of website
developers. This objectivity in ranking is what makes SEO such an interesting game.
Everyone has exactly the same chance of ranking number one??”it??™s just how the many
optimization tools are used that determines who gets there.
Laying out an SEO strategy
When a company decides to embrace SEO in an effort to complement its marketing effort,
it has embarked on an ???SEO campaign.??? Like any advertising or broader marketing crusade,
it is a two-pronged effort: strategy and tactics. Common SEO methodology is well
known among search professionals. What separates successful campaigns from failing
campaigns is the strategy behind the effort. While anyone can drive a car in the dark, having
a map, headlights, and street signs sure helps get there faster without disaster.
Effective SEO strategy demands iterative testing in order to refine it. Like advertising, SEO
requires long-term commitment in order to see remarkable results; while spikes in revenue
can happen periodically, they are the exception to the rule.
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