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Chapter Contents

Robots Deliver

Search Results Are Blended

Algorithms Change

Humans Are Smart—Computers Aren’t

Tex t Matt ers

It’s Not Just about Rank

Search Engines Don’t Like Tricks

SEO Is Not Brain Surgery

Eternal Truths of SEO

You’ve probably heard that SEO and the search

engines change constantly, and it’s true. But there

are some things about SEO that haven’t changed

much, and probably won’t for a long time to

come. These Eternal Truths include basic infor-

mation that you will use starting in Part III and

for the duration of your SEO campaign. You

don’t want to chisel this stuff in stone, but it calls

for something a little more permanent than a dry

erase marker.

3

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