Search engine optimization — SEO — may seem like alchemy to the uninitiated. But there is a science to it. Search engines reward pages with the right combination of ranking factors, or “signals.” SEO is about ensuring your content generates the right type of signals.
Another update, another dose of mayhem. This time the mayhem is called Penguin. As with all Google updates over the years, there have been winners and losers. Before we start panicking, we should remember that for Google to survive and continue dominating in the next decade it has put in huge effort to keep its SERPs relevant, useful, and clean of spam. As a reminder, Penguin isn’t the first major update Google has rolled out in the past 10 years:
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