Truth 4. Your reputation is on the line
When you really think about organic search and how it works, you’ll find it’s a lot like public relations. (In fact, SEO can play an enormous role in a PR strategy, which we’ll examine in Truth 22, “Using SEO PR as a link strategy”). SEO isn’t advertising. In advertising, you buy broadcast or print or outdoor media, and then get to put pretty much whatever you want in that space or time for as long as you want—or can afford.
Organic search is different. The pages that appear in organic search results are the pages the search engine’s algorithms think belongs there. Like issuing a press release or speaking with the media, you put information “out there” and hope for the best. To be sure, you can ...
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