SEOs like to express disdain for misconceptions about the industry, one of the biggest being that optimizing a site is just a matter of flipping a secret switch that will put the site on the first page of Google. As outlandish as that may sound to those in the know, it’s true that some clients don’t fully understand what goes into effecting change in search engine rankings, and do sometimes become impatient while waiting for organic tactics to come to fruition.

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