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201 GREAT IDEAS for Your SMALL BUSINESS, Third Edition by Jane Applegate

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GREAT 74 IDEA: The Truth about Search Engine Optimization (SEO)

Sean Rusinko, director of search engine marketing for Verndale.com, told me something shocking: there are new ways to manipulate search engines and you better know what to do.

“In the past, we used information on Web pages, keywords, and words hidden in texts to gain visibility,” said Rusinko. “These were called ‘black hat tactics.’ But, since the Google revolution, it's not the case anymore.”

Before Google ruled the universe, Rusinko said “bots” would trawl web sites to gather information and rank sites based on keywords. Now, Google ranks sites based on the links people use to get there. “So now the quantity of links pointing to a web site is what determines its ranking.”

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