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What is going on with SEO today?

Looking back 19 years when Google first released its browser, only a few people knew a bit about how Googles search algorithm worked. We knew how to use keywords and we could pretty much get a website on the first page of Google's search results. Some of us did things like, trick search crawlers by adding keywords with invisible text on a webpage so human visitors could not see the text but Google bots did. All the trickery called 'black hat seo' was a quick way to get on the first page. Growth hacking was the game.