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On a broad scale, I see SEO becoming a normalized marketing tactic, the same way TV, radio, and the print is traditionally thought of as marketing tactics.Good SEO work only gets better over time. It's only searches engine tricks that need to keep changing when the ranking algorithms change.
My rule of thumb is to build a site for a user, not a spider. Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic. Google only loves you when everyone else loves you first.Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.