Google was revolutionary. No search engine before it took the approach that it did, and Google was rewarded with an enormous cash cow as a result. When we ask questions like ‘should we be doing SEO’ the real question should be ‘what kind of SEO should we do, and is it worth it?’. To answer that question, we need to understand how Google works.

So for those of you not intimately familiar with search engine optimization, the approach Google took is similar to how we judge the performance of academics. The way we judge academics is by seeing the amount of references their scientific papers got, and from what quality of publication those references were. Similarly, if a lot of quality websites link to another website, that is a really good signal that that website should be considered important.

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