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Spammers got the idea that cookie-cutter SEO practices might work because at one time they did. In the beginning were keywords and the keywords were little gods that webmasters could insert pretty much anywhere – on the page, behind the scenes, in the code, in the metatags – and expect that those keywords would help them rise in the rankings. And that’s precisely what happened.

But over time the search engines became more and more sophisticated. While there are still spammers slaving away at getting their web pages to rank better, the search engines have gotten a lot better at detecting it.

In fact, last year, Google made history when it targeted content farms with an update called Panda. A lot of websites that were following Google’s own guidelines took a big hit. Some of them were hit unfairly and Google made some adjustments. But a lot of it was justified too.

This gets to the heart of the issue. If you are still married to cookie-cutter SEO practices, you’d better get with the program. Every website is different and has different needs – even when it comes to SEO.

Make your content unique. Make your SEO just as unique. Don’t cut cookies. That doesn’t work any more.

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