As SEO professionals, we’re expected to have a solid understanding of our trade and to be able to communicate our knowledge clearly and professionally with our clients. But I think our expectations should be set a bit higher, similar to the fiduciary responsibility that certain financial professionals are held to. This would go a long way in further improving an already amazing industry, helping us to build greater trust while better serving our clients.
Marketing requires us to constantly evaluate risk vs. reward, and that’s especially true when it comes to search engine optimization because algorithms are constantly changing. Some of the tactics that would have been acceptable just a few years ago could get a website penalized today.
But it goes beyond algorithms changing.
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