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I only heard of SEO about 6, 5 years ago, and really started getting into it recently.

By then SEO professionals have earned a few bad names, Google have had a handful of algorithm updates and so many “SEO techniques” have been abused and abandoned.

Doesn’t matter what kind of “techniques” you use, black or white, they’re gonna hurt you later, if you don’t follow the rules. It takes customer orientated great content and time to succeed in SEO.

In the end Google is like any other companies. They try to perfect their products and services to profit. If we are helping creating useful information for searchers, then we win as well as Google.