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Our skills in SEO date from when Google was still the baby in the market - starting in 1998 when SEO experts were were still tricking the engines with keyword stuffing, engine-specific landing pages etc etc. Since then, with contextual search (often called semantic), the Penguin, Panda and Hummingbird updates, Google's new secrecy about search terms, and the emergence of social as a central factor, anyone serious about ranking now has to manage - technical on-page HTML - schema.org markup - on-page copy - keyword-> page allocation (and cornerstone identification) - prioritising pages through navigation flow - social accounts - organic link building - understanding of contextual / semantic search - methodology for tracking ranking outside the "neutral results" (these no longer exist thanks to contextual search) - mobile implementation ( maintaining rank in mobile results through responsive, dual delivery or dual site solutions) - understanding of the business behind the site and the site's goals vis-a-vis that business We (of course) are experts in all these.
