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There is a lot of uncertainty with Google’s ranking factors currently, which is driving the SEO industry a bit crazy.
Things change rapidly as Google introduces new updates continuously and it seems that it is hard to keep up.
It's time to stop focussing on keywords and rankings
“If I rank #1 for my product/service keywords, then I win. If I don’t, then I lose.
This is not how SEO really works today and continuing with this old school mindset will just set you up for failure.