Please note: This is a companion version & not the original book. Book Preview: #1 It can be difficult to know what's reliable advice and what's not when it comes to SEO. This chapter will dispel some of the common misconceptions about SEO and explain how to avoid falling into Google's bad books. #2 The Google update of 2003, codenamed Florida, stopped spammers from gaming the system by stuffing as many keywords as possible into their pages. #3 Google has been struggling with how to keep its search engine relevant and relevant results for users. This has led to Google developing new Penguin and Panda updates to penalize spam and manipulate search results. #4 The three principles of Google's algorithm are: trust, authority, and relevance

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