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Imagine the results you could achieve if you knew the Google search algorithm.
Just think of the organic traffic you could drive to your site if you knew exactly what Google was taking into account when generating search engine results, the precise amount each factor plays on rankings, and precisely what it would take to get to the top.
But of course, Google would never let you see behind the curtain. Not only could a bad actor use this information for nefarious purposes, but it would take all the fun out of search engine optimization.
So instead, every time there’s a new algorithm update, it’s up to us to figure out what exactly has changed and how to best leverage this to our advantage.
And because we in the search engine optimization world are a community, we tend to figure these things out collectively.
And because there are no (or very few, anyway) absolute answers, a lot of optimization comes down to best practices, theories, and outright guesswork.
Luckily, there’s a great way to determine if these theories are based on reality or just sheer conjecture. Of course, we’re talking about experimentation.
(Insert mad scientist laugh here.)
Before you get carried away and rush to put on your safety goggles and lab coats, relax. No bubbling beakers full of mystery...
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