What is SEO all about? I’ll bet nine out of ten webmasters will answer, “It’s about my Google rankings.”
Well, yes, that’s the result you are shooting for. But what is the process? What does SEO do?
And that’s where nine out of ten webmasters will say, “Ah…um…well…I dunno.”
SEO is about optimizing.
There is no such thing as over-optimization, despite almost 70,000 mentions in a Google search. When something is optimized, it is the ideal. It is the very best it can be. It is at the very summit of the mountain. Take one more step, and you are not over-optimizing. You are de-optimizing.
So what happens once you’ve optimized? Is your work done? Can you take any steps in any direction? Or are you on the pinnacle of the mountain, where any step will just take you down?
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