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Google is working on personalized search, but I’m not keen on that concept, because I don’t really

think the desired search result can be effectively predicted on past searches — not if you use search

for a variety of reasons.

Jerri: Is there anything else you think is important for readers to understand about SEO?

Dzugan:

SEO is still a buyer-beware industry. When considering SEO assistance, don’t fall for the

slick presentation or guarantee. Get references. And never buy from a company that approaches

you through unsolicited e-mail.

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