Truth 2. Learn to do the Google dance

Until just a few years ago, Google changed its ranking algorithm every month or so. The ranking algorithm is what many SEOs live and die by—it’s the complex, top-secret formula that determines how high (or low) a site or web page ranks in organic search results. Is yours the top result on the first page of results, or do you show up as result #24 on the third page?

After all, there’s being found, and there’s being found. The goal of search engine optimization is to rank high in search engine results for relevant queries. Although being #1 generally isn’t a realistic or a sustainable goal, you do want to appear on the first page or two of search results. Think of your own search behavior: How often ...

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