The world of search engine optimization (SEO) has radically changed in the last year. (SEO is marketing lingo for how easy it is for search engines such as Google, Bing, and Yahoo to find your website.) The search engines have made several big changes—you may have heard of Google’s “Penguin” or “Panda” updates—in the way they calculate which websites best match a user’s search query. Everything you thought you knew about SEO is likely to no longer be true. Gone are the days when your HTML code and tag structure were important, and today repetition may hurt your ranking.

Search engines aren’t dumb. They quickly figured out that spammers were working very hard to “game the system” by repeating high-traffic keywords over and over. Unfortunately, many legitimate business owners were also using those same strategies. If you’ve noticed in the last year that instead of being on the first page of Google you’re now...

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