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To optimize the search experience for intended users—that’s humans doing the searching, not the machines searching on their behalves—search engines have to constantly update and upgrade their algorithms so they’re always providing the most relevant, legitimate, and trustworthy results. Black hat SEOs and increasingly bot programmers are adept at finding workarounds, which means the cycle of change is near-constant. The one constant is that going about your SEO in the right ways—”white hat SEO,” or ethical SEO techniques—while they require more time and effort, will always pay off in the long run.
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