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In the old days of SEO, all a marketer had to care about was whether or not he was building good content and building good links. If you wrote great content for your website using the right keyword mix with content that helped your audience, built links from good domains and with the right anchor text, and didn’t do anything the search engines didn’t like, then there was a good chance you’d rank well for the keywords you targeted. Those days are going away – fast.

SEOMoz has a great post on how Google looks at sentiment and how that affects SEO at the local level. You’ll be amazed at the technology the search engines now have.

Using something called stylometry, Google can determine whether your link from a third-party website is a positive endorsement, a negative endorsement, or neutral. And I find that amazing. It could affect your rankings.

Get enough bloggers to link to your website using negative references and you could see your search engine rankings plummet. On the other hand, get enough rave reviews and you could rise to the top. It’s pretty easy to imagine what you need to do to improve your rankings then, huh?

No, I don’t mean buy positive endorsements. I mean provide great customer service. Your reputation is more than just a few paid-for links. It’s how you do business.

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