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Adapting to the New Era of SEO: Emphasizing Integrity and User Experience
SEO has become extremely holistic. In the past, dumping as much of your budget into buying backlinks and just ignoring the rest of the social, technical, community, performance, accessibility, and best practices signals seemed like a pretty good idea since the benefits of even thousands of cheap, irrelevant, atopical, and commercially-irrelevant backlinks would trick Google, almost immediately, into paying a lot of attention to you.
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