Remember, SEO Is Ultimately About Trust
One thing hasn't changed in SEO-and probably never will-is trust. Earning Google's trust in your content is key to helping that content rank well in search results, Whalen says.
"If your site is poorly written or keyword-stuffed, it's not going to look very trustworthy to Google," she explains. The same is true "if all the links pointing to your site use one specific keyword phrase rather than just being the name of your company;" if users can't easily find what they're looking for on your site, or if you have a number of sites all selling the same products when one would suffice.
To earn Google's trust, don't try to trick the search engine into thinking your site is something it isn't, Whalen advises. Just make sure your site offers the best content and user experience it can.
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