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       And sent everyone back to their blackbox
   DIR By: Shovo Ray
       Date: August 29, 2023, 6:00 am
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       Testing again. Well it sent some people back to testing. Some
       SEOs dont do much if any testing of their own and so rely on the
       strategies articulated by other people. As a result the SEO echo
       chamber can be a pretty misleading place as truthiness and a lot
       of false information gets repeated far and wide until its
       considered gospel. One example of truthiness is that paid
       placement will hurt you. Well it may do but not having it may
       hurt you more because it all really..depends. Another problem is
       that SEO testing can seldom be conclusive because you cant be
       sure of the state of the thing youre testing. The thing youre
       testing.
       May not be constant. For example you throw up some more links
       and your rankings rise but the rise could be due to other
       factors such as a new engagement algorithm that Google
       implemented in the middle of your testing you just didnt know
       about it. It used to be a lot easier to conduct this testing.
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       were periodic. Up until
       that point you could reasonably assume the algorithms were
       static so cause and effect were more obvious than they are
       today. Danny Sullivan gave a good overview of search history at
       Moz earlier in the year That history shows why SEO testing is
       getting harder. There are a lot more variables to isolate.
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       That there used to be. The search engines have also been clever.
       A good way to thwart SEO black box testing is to keep moving the
       target. Continuously roll out code changes and dont tell people
       youre doing it. Or send people on a wild goose chase by
       armwaving about a subtle code change made over here when the
       real change has been made over there. Thats the state of play in
       . However.Ranting Time Some SEO punditry is bordering on the
       ridiculous Im not going to link to one particular article Ive
       seen recently as ironically that would mean rewarding them for
       spreading FUD. Also calling out people isnt really the point.
       Suffice to say.
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