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Learn why strategies need to keep evolving as search engines improve, what good SEO is all about & how you can achieve that.
SEO has changed a lot since the days when you could just create a bunch of low quality links to your
website and expect to rank at the top of your SERPs or Search Engine Results Pages. Google is
constantly getting smarter and is constantly iterating on its algorithms and if we're going to keep
bringing in traffic, then we need to know how to adapt.
In fact, continuing with outdated SEO strategies is not only unlikely to work - it can actually damage
the status of your site and even result in your site being entirely de-indexed. It is entirely crucial then
that you stay up-to-date with your SEO strategies then and that you stay one step ahead of Google's
algorithm updates.
Google doesn't want a website owner to be able to artificially climb its SERPs. Rather, Google wants
websites to climb the ranks only when they are genuinely valuable and popular with the audience. It
wants to see natural, organic links that you haven't paid for and it wants to see deep, relevant and
interesting content.
Keyword research is still useful for example but we now know that Google doesn't want us to overly
stuff our website with those search terms. Instead, the recommendation hovers at around 1-2%
keyword density. If you write a long article and include the search term a few times, then that should be
enough as long as it's also in your code a little, or in your file name.
It's also worth noting that Google looks for keywords in specific places in your content and gives those
extra-value. Google will consider it a strong sign if your keywords are used in your headers, or in the first
paragraph of your content. Google also looks for synonyms though and related language - which is something that we'll discuss
more in future chapters. And it no longer cares how many links you can get - it cares far more about how high quality those links
are. If your links are from lots of highly trusted websites, then you'll find it does great things for your
ranking.
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