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Search Engine Optimization is an integral part of online success.

Since the first days of Google, companies have been competing for a chance to appear at the top of the search results for their preferred keywords and phrases. However, perhaps one of the most complex aspects of dealing with SEO is the fact that the rules are continually changing.

In the past, the easiest way to get ahead of the search engine algorithms was to focus on using a specific keyword or term in each page of your website. However, as Google has begun to implement new and disruptive concepts like AI and machine learning into their algorithms, search standards have evolved.

Today, keywords may not be the most critical element in the SEO equation.